HUBUNGAN ANTARA KUALITAS PRODUK DAN PROMOSI DENGAN KEPUTUSAN PEMBELIAN AIR MINERAL MEREK VIT PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

RIFALDI, RIZAL (2018) HUBUNGAN ANTARA KUALITAS PRODUK DAN PROMOSI DENGAN KEPUTUSAN PEMBELIAN AIR MINERAL MEREK VIT PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

RIZAL RIFALDI. The relationship between product quality and promotion with the purchase decision of Vit brand mineral water at the students of Faculty of Economics, State University of Jakarta. Thesis. Jakarta: Study Program Business Education, Faculty of Economics, State University of Jakarta, 2018. This research was conducted at Faculty of Economics, for 3 months starting from March until May 2018. The purpose of this research is to know the relationship between product quality and promotion with the decision of purchasing mineral water of Vit brand on the students of Faculty of Economics, State University of Jakarta. The research method used is survey method with correlational approach, the population used is all students of the Faculty of Economics, State University of Jakarta who once consumed mineral water Vit brand. The sampling technique used is purposive sampling technique as many as 142 students. The multiple linear regression equation produced is Ŷ = 12,256 + 0,381 X1 + 0,354 X2. Test requirement analysis that is test of normality with Kolmogorov-Smirnov test with significance level (α) = 5% or 0,05 and yield significant level equal to 0,200. Because the significance level> 0.05 then it can be concluded that the data is normally distributed and can be used in further analysis. From simultaneous significance test (Test F) yield Fcount 93,755> Ftable 3,060, so it can be concluded that product quality and promotion simultaneously have a significant effect on purchasing decision. Furthermore, the t test between X1 and Y produces tcount 8,124> ttabel 1,97718, so the partial conclusion there is a significant influence between product quality to purchase decision. While t test of X2 and Y yielded t calculate 6,259> ttabel 1,97718, so the partial conclusion there is significant influence between promotion to purchasing decision. Based on the correlation coefficient obtained R value of 0.758, then the closeness of the relationship between product quality (X1) and promotion (X2), with purchase decision (Y) is quite strong. The coefficient of determination Y on X1 and X2 obtained is 0,574 indicating that 57,4% variable of purchasing decision is determined by product quality and promotion. Meanwhile, the coefficient of determination Y on X1 obtained R2 of 0.454 which means that the percentage contribution of the quality of the product to the purchase decision of 45.4%. While the rest of 54.6% influenced and explained by other variables that are not included in this research model. And, coefficient of determination Y on X2 obtained R2 equal to 0,372 which mean that percentage of contribution influence of promotion to decision of purchase equal to 37,2%. While the rest of 62.8% influenced and explained by other variables that are not included in this research model. Keywords: Purchase Decision, Product Quality, Promotion

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