PENGARUH BRAND EXTENSION, KUALITAS PRODUK DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA DI UNIVERSITAS NEGERI JAKARTA

TAUFIK, MUHAMMAD NAUFAL (2020) PENGARUH BRAND EXTENSION, KUALITAS PRODUK DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

MUHAMMAD NAUFAL TAUFIK, The Effect of Brand Extension, Product Quality and After Sales Service Towards Student’s Purchase Decision Xiaomi Smartphone in Universitas Negeri Jakarta The purpose of this study was to determine the effect of brand extension, product quality and after-sales service on purchasing decisions of Xiaomi 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 150 people. The resulting regression equation is Ŷ = 23.205 + 0.372 X1 + 0.282 X2 + 0.349 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 0.072, X1 of value of 0.200, X2 of value of 0.096 and X3 of value of 0.200. 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 = 3,875 and ttable = 1.65536, Y over X2 count = 3.454 and ttable = 1.65536, Y over X3 count = 3.481 and ttable = 1.65536. Correlation coefficient between the brand extension variable (X1) to the purchase decision (Y) of 0.458, the correlation coefficient between the product quality variable (X2) to the purchase decision (Y) of 0.454 and the correlation coefficient between after-sales service (X3) to the decision purchases (Y) of 0.484. So, there is a positive and significant relationship between Extenson's brand and purchasing decisions, as well as product quality 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 between brand extension, product quality and after sales service to the purchase decision. Y coefficient of determination of X1, X2 and X3 obtained by 0.372 which shows that 37.2% of the purchase decision variable is determined by brand extension, product quality and after sales service. Meanwhile, the remaining 62.8% is influenced by other factors. Keywords: Purchase Decision, Brand Extension, Product Quality, After Sales Service

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