PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MERK OPPO DI KOTA SAMARINDA

Adelia Pamangin Eka Yudhyani2 Heriyanto,3

Abstract


The purpose of this study are : 1) To find out and analyze the effect of product quality on purchasing decisions for Oppo products in Samarinda City. 2) To find out and analyze the effect of price on purchasing decisions for Oppo products in Samarinda City. 3) To find out and analyze the influence of product quality and price together on purchasing decisions for Oppo products in Samarinda City.

This research was conducted only on the people of Samarinda city and consumers of Oppo products in Samarinda city. Samples taken as many as 96 respondents with the purposive sampling method. Data collection techniques using field research and library research. Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this study uses multiple linear regression analysis.

The results showed that 1) Product quality variable had a significant positive effect on purchasing decisions. 2) The price variable has a significant positive effect on purchasing decisions. 3) Product quality and price variables together have a significant effect on purchasing decisions. 


Keywords


Product Quality, Price, Purchase Decision

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DOI: https://doi.org/10.31293/jma.v13i2.7855

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