PENGARUH KUALITAS PRODUK, HARGA DAN PELAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE PADA MAHASISWA DI UNIVERSITAS NEGERI JAKARTA

FADLILLAH, MOKHAMAD NUR TRIAWAN (2020) PENGARUH KUALITAS PRODUK, HARGA DAN PELAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE PADA MAHASISWA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

MOKHAMAD NUR TRIAWAN FADLILLAH The Effect of Product Quality, Price and After Sales Service Towards Student’s Purchase Decision Smartphone Realme in State University of Jakarta The purpose of this study was to determine the effect of Product Quality, Price and after-sales service on purchasing decisions of Realme smartphones at Jakarta State University students. This research was conducted at Jakarta State University, Campus A for 6 months from January to June 2020. The research method used by researchers was a survey method with a correlational approach, the population used was all students of Jakarta State University. The sampling technique used was purposive sampling technique of 141 people. The resulting regression equation is Ŷ = 1,557 + 0,772 X1 + 0,174 X2 + 0,206 X3. Test requirements analysis is the normality test with the Kolmogorov-Smirnov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 of value of 0.093, X2 of value of 0.068 and X3 of value of 0.085. Because the significance level of the four variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1, Y for X2 and Y for X3 produces a significance value in Linearity, which is 0,000 <0.05, so it is concluded that it has a linear relationship. Next, a t test was carried out and Y was produced over X1 count = 8,828 and ttable = 1,65605, Y over X2 count = 2,190 and ttable = 1,65605, Y over X3 count = 2,398 and ttable = 1,65605. Correlation coefficient between the Product quality variable (X1) to the purchase decision (Y) of 0.805, the correlation coefficient between the Price variable (X2) to the purchase decision (Y) of 0.681 and the correlation coefficient between Ater-sales service (X3) to the decision purchases (Y) of 0.566. So, there is a positive and significant relationship between Product quality and purchasing decisions, as well as Price and purchasing decisions, and there is a positive and significant relationship between after sales service and purchasing decisions. Thus, it can be concluded that there is a positive and significant relationship Product quality, Price and after sales service to the purchase decision. From the table of calculation results of the coefficient of determination, it can be seen that the adjusted value of R square (coefficient of determination) is 0.678. Which means the influence of the variable Product Quality, Price and after-sales service partially on purchasing decisions, namely 67.8%, while the remaining 32.2% is influenced by other variables outside the variables of Product Quality, Price and after-sales service. Keywords: Purchase Decision, Brand Extension, Product Quality, After Sales Service

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