HUBUNGAN ANTARA KUALITAS PRODUK DAN IKLAN DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

LUTFIANA, KHIMATUN (2019) HUBUNGAN ANTARA KUALITAS PRODUK DAN IKLAN DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

KHIMATUN LUTFIANA, The Correlation between Product Quality and Advertising with Purchase Decision Samsung Smartphone in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from February to July 2019. The purpose of this study is to determine the correlation between product quality and advertising with Purchase Decision Samsung Smartphone in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 112 people. The resulting regression equation is Ŷ = 19,398 + 0,371 X1 + 0,489 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,171, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0.05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 60,487 > 3.079, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 5,351 and ttable = 1,65895 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 6,532 and ttable = 1,65895. The value of correlation coefficient between variable of product quality (X1) to purchase decisions (Y) equal to 0,584 and value of correlation coefficient between variable of advertising (X2) to purchse decisions (Y) equal to 0,634. Thus, there is a positive and significant relationship between product quality and purchase decisions and there is a positive and significant relationship between advertising and purchase decisions. The coefficient of determination Y on X1 and X2 obtained by 0,526 indicating that 52,6% variable purchase decisions is determined by the product quality and advertising. Meanwhile, the remaining 47,4% is influenced by other factors. Key word: Purchase Decisions, Product Quality, Advertising

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