PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE MEREK OPPO (STUDI KASUS PADA MAHASISWA MANAJEMEN UNIVERSITAS MUHAMMADIYAH PONOROGO ANGKATAN 2017)

JULIAWATI, JULIAWATI (2023) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE MEREK OPPO (STUDI KASUS PADA MAHASISWA MANAJEMEN UNIVERSITAS MUHAMMADIYAH PONOROGO ANGKATAN 2017). Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian produk smartphone merek OPPO di Ponorogo. Populasi penelitian ini adalah mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Muhamamdiyah Ponorogo. jumlah sampel penelitian ini adalah 53 sampel. Metode pengambilan sampel menggunakan metode random sampling method yakni menentukan sampel yang dipilih secara acak karena semua populasi mempunyai peluang yang sama untuk dijadikan sanpel. Metode pengambilan data pada penelitian ini menggunakan kuisioner penelitian. Metode analisisnya menggunakan analisis regresi linear berganda dengan uji instrumennya adalah uji validitas dan uji reliabilitas, serta uji hipotesis. Hasil penelitian ini menemukan bahwa kualitas produk, harga dan promosi secara parsial memiliki pengaruh yang signifikan terhadap keputusan pembelian produk, smartphone OPPO dikalangan mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Muhamamdiyah Ponorogo Kata Kunci: kualitas produk, harga, promosi, keputusan pembelian ABSTRACT The purpose of this study was to determine the effect of product quality, price and promotion on purchasing decisions for OPPO brand smartphone products in Ponorogo. The population of this study were students of the Management Study Program, Faculty of Economics, Muhamamdiyah University, Ponorogo. the number of samples of this study were 53 samples. The sampling method uses the random sampling method, namely determining the sample chosen randomly because all populations have the same opportunity to be used as a sample. The data collection method in this study used a research questionnaire. The method of analysis uses multiple linear regression analysis with instrument tests namely validity and reliability tests, as well as hypothesis testing. The results of this study found that product quality, price and promotion partially had a significant influence on product purchasing decisions, OPPO smartphones among students of the Management Study Program, Faculty of Economics, University of Muhamamdiyah Ponorogo Keywords: product quality, price, promotion, purchase decision

Item Type: Thesis (Skripsi (S1))
Uncontrolled Keywords: KUALITAS PRODUK,HARGA,PROMOSI,DAN KEPUTUSAN PEMBELIAN
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic
Depositing User: fe . userfe
Date Deposited: 05 Sep 2023 05:40
Last Modified: 05 Sep 2023 05:40
URI: http://eprints.umpo.ac.id/id/eprint/12370

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