EFFENDI, ROY (2019) PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN SMARTFPHONE SMARTFREN (Studi Kasus pada Konsumen Smartphone Smartfren Di Wilayah Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to find out how much influence Price, promotion and product quality have on buying smartphones in smartfren. The subject of this study is people who have an interest in buying smartfren smartphones in southern Tangerang. This research was conducted on 195 respondents using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of structural equation modeling (SEM) using linear structural relationship (LISREL).The results of this study indicate that prices and promotions do not have a significant influence on buying. Product quality has a significant influence on buying interest. This is evidenced from the results of the T-test which shows a significant value of one independent variable that supports the hypothesis. Therefore the results of the test from this study state that there is a significant influence between the quality variable variables on the interest in buying smartfren smartphones. Keywords: Price, Promotion, Product Quality, Buying Intention. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Harga, promosi dan kualitas produk terhadap minat beli smatfphone smartfren .Objek penelitian ini adalah masyarakat yang memiliki minat beli smartphone smartfren di tangerang selatan. Penelitian ini dilakukan terhadap 195 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistic dalam bentuk structural equation modeling (SEM) menggunakan linear structural relationship (LISREL). Hasil penelitian ini menunjukan bahwa harga dan promosi tidak memiliki pengaruh signifikan terhadap minal beli. Kualitas produk memiliki pengaruh signifikan terhadap minat beli. Hal ini dibuktikan dari hasil uji-T yang menunjukkan nilai signifikan dari satu variabel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh signifikan antara variabel kualitas peroduk terhadap minat beli smartphone smartfren. Kata Kunci: Harga, Promosi, Kualitas Produk, Minat Beli.
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