Laila, Nur (2022) Pengaruh Kualitas Produk, Persepsi Harga, dan Desain Produk terhadap Keputusan Pembelian Smartphone pada Mahasiswa Perguruan Tinggi Swasta di Surabaya Timur (The Influence of Product Quality, Perceived Price, and Product Design on Smartphone Purchase Decisions in Private Higher Education Students in East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk terhadap keputusan pembelian, persepsi harga terhadap keputusan pembelian, dan desain produk terhadap keputusan pembelian pada mahasiswa perguruan tinggi swasta di Surabaya Timur. Teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling dengan jumlah 96 responden. Metode analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukan bahwa; 1) kualitas produk secara parsial, menunjukkan t hitung (0,468) < t tabel (1,986) dengan sig. sebesar 0,641 yang berarti kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian pada mahasiswa perguruan tinggi swasta di Surabaya Timur. 2) persepsi harga secara parsial, menunjukkan t hitung (5,654) > t tabel (1,986) dengan sig. sebesar 0,000 yang berarti persepsi harga berpengaruh siginifikan terhadap keputusan pembelian pada mahasiswa perguruan tinggi swasta di Surabaya Timur. 3) desain produk secara parsial, menunjukkan t hitung (1,420) < t tabel (1,986) dengan sig. sebesar 0,159 yang berarti desain produk tidak berpengaruh signifikan terhadap keputusan pembelian pada mahasiswa perguruan tinggi swasta di Surabaya Timur. 4) kualitas produk, persepsi harga, dan desain produk secara simultan, menunjukkan F hitung (50,191) > F tabel (2,705) dengan sig. sebesar 0,000 yang berarti kualitas produk, persepsi harga, dan desain produk secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian pada mahasiswa perguruan tinggi swasta di Surabaya Timur.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Desain Produk, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211800220 Nur Laila |
| Date Deposited: | 25 Jan 2023 03:11 |
| Last Modified: | 25 Jan 2023 03:11 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/20392 |
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