PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE (Studi pada Pengguna Smartphone Asus Zenfone 5 di Surabaya)
Abstract: The development of
communication technology media in Indonesia is becoming increasingly
sophisticated in people's lives and can not be avoided. At first the smartphone
is a rare item and considered a luxury, and the only person among the top
economies can have it. But along with the development of more advanced age, is
now the primary goods as well as smartphones become easily purchased. Various
types of brands with varying features and prices can be found in many stores.
One brand of smartphones that enliven the world of communication technology is
Asus Zenfone 5. The purpose of this study was to analyze and discuss the influence
of product quality and price on purchase decisions. Respondents in this study
is the user or owner of the Asus Zenfone 5 with a minimum age of 19 years who
was in the Plaza Marina, WTC, and Hi-Tech Mall. The sampling method is
non-probability sampling and sampling techniques using judgmental sampling.
Samples used as much as 110. The data collection techniques used in this study
was a questionnaire. Data were analyzed using multiple linear regression
analysis using SPSS 18. The results showed that the quality of products has
positive influence on purchasing decisions, and the prices are a positive
influence on purchasing decisions.
Keywords: product quality,
price, purchase decision
Penulis: Achmad Rafif Sjam
Kode Jurnal: jpmanajemendd180475
