ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAPKEPUTUSAN PEMBELIAN LAPTOP ASUS DI SAMARINDA

Muhammad Busyairi 1 Umi Kulsum Danna Solihin

Abstract


This research was conducted on Asus Laptop buyers in Samarinda, the research population used known population categories and samples were taken of

100 respondents using the NonProbability Sampling method with a sampling technique using purposive sampling. Data collection was carried out by distributing questionnaires from Google Form using a Likert scale to measure each indicator. The analytical tool used in this research is multiple linear regression using the statistical program SPSS version 25.

The results of this research show that 1) Product quality has a positive and significant effect on purchasing decisions. This means that the better the quality of the product displayed, the stronger the decision to purchase an Asus Laptop in Samarinda. 2) Price has a positive and significant effect on purchasing decisions. This means that the better the price given, the stronger the decision to buy an Asus laptop in Samarinda.


Keywords


Product Quality, Price, Purchasing Decisions

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References


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DOI: https://doi.org/10.31293/jma.v13i1.7712

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