PENGARUH KUALITAS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI YANG DIMEDIASI OLEH WORD OF MOUTH

MICHAEL, LEWI (2023) PENGARUH KUALITAS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI YANG DIMEDIASI OLEH WORD OF MOUTH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The number of new vendors in the smartphone industry has resulted in increasingly fierce competition in the smartphone industry. This study aims to determine the effect of quality (X1) and price (X2) as independent variables on purchasing decisions (Y) asthe dependent variable through Word of Mouth (Y') as a mediating variable. This research method is descriptive quantitative with a total sample of 100 respondents who are visitors to the Mi Store, the sampling technique used is purposive sampling. Primary data were obtained from questionnaires while secondary data were obtained from literature studies. Primary data obtained from questionnaires that have been answered by respondents will be processed using Smart PLS 3 through Measurement Model Test, Structural Model Test, Specific Indirect Effects Test, and Hypothesis Testing. The results of this study indicate that the mediating relationship between quality and purchasing decisions through WOM is Partial Mediation. In contrast, the mediating relationship between price and buying decisions through WOM is Non Mediation. Quality has a positive and significant influence on Xiaomi's WOM, while price has a negative but not significant influence on Xiaomi's WOM. Then quality, price, and WOM have a positive and significant influence on Xiaomi smartphone purchasing decisions. Quality has a positive and significant influence on Purchase Decisions through WOM, while Price has a negative and insignificant influence on Purchase Decisions through WOM. Keywords: Quality, Price, Word of Mouth, Purchase Decision Banyaknya vendor baru dalam indsutri smartphone mengakibatkan persaingan dalam industri smartphone semakin ketat. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas (X1) dan harga (X2) sebagai variabel independen terhadapan keputusan pembelian (Y) sebagai variabel dependen melali Word of Mouth (Y’) sebagai variabel mediasi. Metode penelitian ini adalah deskriptif kuantitatif dengan jumlah sampel sebanyak 100 responden yang merupakan pengguna smartphone Xiaomi, teknik pengambilan sampel yang digunakan adala purposive sampling. Data primer diperoleh dari kuesioner sedangkan data sekunder diperoleh dari studi pustaka. Data primer yang diperoleh dari kuesioner yang telah dijawab oleh responden akan diolah dengan menggunakan Smart PLS 3 melalui Uji Model Pengukuran, Uji Model Struktural, Uji Spesific Indirect Effects, dan Uji Hipotesis. Hasil penelitian ini menunjukkan bahwa hubungan mediasi antara kualitas terhadap keputusan pembelian melalui WOM adalah Parsial Mediation, sedangkan hubungan mediasi antara harga terhadap keputusan pembelian melalui WOM adalah Non Mediation. Kualitas mempunyai pengaruh yang positif dan signifikan terhadap WOM Xiaomi, sedangkan harga mempunyai pengaruh yang negatif namun tidak signifikan terhadap WOM Xiaomi. Kemudian Kualitas, harga, dan WOM mempunyai pengaruh yang positif serta siginifikan terhadap keputusan pembelian smartphone Xiaomi. Lalu kualitas memberikan pengaruh yang positif dan signifikan terhadap keputusan pembelian melalui WOM, sedangkan harga memberikan pengaurh negatif dan tidak signifikan terhadap keputusan pembelian melalui WOM. Kata Kunci : Kualitas, Harga, Word of Mouth, Keputusan Pembelian

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