ANALISIS PENGARUH PROMOSI PENJUALAN DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG PRODUK PADA SMARTPHONE SAMSUNG DAN BLACKBERRY (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta)

SETIAWATI, GITA (2015) ANALISIS PENGARUH PROMOSI PENJUALAN DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG PRODUK PADA SMARTPHONE SAMSUNG DAN BLACKBERRY (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Gita Setiawati, 2015; The Analysis of Influence of Sales Promotion and Product Quality toward Repurchase Intention Samsung and Blackberry Smartphone. Mini-thesis, Jakarta: Marketing Management, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: Dr. Mohammad Rizan, SE,MM. &Dra. BasrahSaidani, MSi. The purpose of this study was to to find out how the effect of sales promotions and product quality toward repurchase intention on Samsung and Blackberry. This study uses quantitative methods with descriptive and causal research design using a survey method. The population in this study is student Faculty of Economics, State University of Jakarta in particular force in 2014. The total sample in this study were 152 people and analysis tool used was SPSS 21. The results of t test for Samsung smartphone shows sales promotions and repurchase intention significantly influence the significance value X to Y (0,000) and product quality and repurchase intention are also significantly influence the significance value X2 to Y (0.000) both are not greater than 0,05.The results of t test for Blackberry smartphone shows sales promotions and repurchase intention significantly influence the significance value X1 1 to Y (0,000) and product quality and repurchase intention are also significantly influence the significance value X2 to Y (0.000). The results of F test showed a significant effect of sales promotions and product quality toward repurchase intention (0,000).Then result of determination coefficient for Samsung smartphones in this study shows the variation of the sales promotion variables may explain the repurchase intention for 38.1 %; then product quality variable can explain repurchase intention for 40%. Then the result of determination coefficient for Blackberry smartphones in this study showsthe variation of the sales promotion variables may explain the repurchase intention for16.5%; then large product quality variable can explain repurchase intention for 18.6%; overall sales promotions and product quality may explain the repurcashe intention for 50.5%. While, 49.5% were influenced or explained by other variables that are not included in this study. Keywords: Sales Promotion, Quality Products, Repurchase Intention.

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