Pengaruh Kualitas Produk, Harga, Distribusi dan Promosi Terhadap Permintaan Ponsel Xiaomi di Surabaya

Mauliza, Reza Akbar (2025) Pengaruh Kualitas Produk, Harga, Distribusi dan Promosi Terhadap Permintaan Ponsel Xiaomi di Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Smartphone Xiaomi mampu bersaing di peringkat 3 teratas secara global 3 tahun berturut-turut setelah Samsung dan iPhone. Menurut BPS Provinsi Jawa Timur, pengguna smartphone diatas usia 5 tahun di Surabaya sebanyak 88,21% dari total penduduk diatas 5 tahun sebanyak 2.812.154 jiwa. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, distribusi dan promosi terhadap permintaan ponsel Xiaomi di Surabaya. Penelitian ini merupakan penelitian kuantitatif. Penelitian ini menggunakan teknik Accidental Sampling dan menggunakan data primer yang diolah dari hasil penyebaran kuesioner sebanyak 100 responden yang memiliki Xiaomi sebagai sampel penelitian. Teknik analisis yang digunakan meliputi uji-t, uji-f, R2 dan analisis regresi linier berganda dengan program SPSS 26. Hasil penelitian ini menunjukkan bahwa secara parsial variabel kualitas produk berpengaruh secara positif dan signifikan dengan nilai t-hitung sebesar +0,614 dan nilai signifikansi 0.000 < 0.05, secara parsial variabel harga berpengaruh negatif dan signifikan dengan nilai t-hitung –0,202 dan nilai signifikansi 0.019 < 0.05, secara parsial distribusi berpengaruh positif dan signifikan dengan nilai t-hitung sebesar +0,324 dan nilai signifikansi 0.000 < 0.05, dan promosi secara parsial berpengaruh positif dan tidak signifikan dengan nilai t-hitung sebesar +0,086 dan nilai signifikansi 0.389. Secara simultan kualitas produk, harga, distribusi dan promosi berpengaruh signifikan terhadap permintaan dengan nilai signifikansi 0.000 < 0.05. Hasil Uji R2 menunjukkan bahwa variabel kualitas produk, harga, distribusi dan promosi mampu menjelaskan pengaruh sebesar 65,4% terhadap variabel permintaan, sedangkan sisanya 34,6% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini.

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