pengaruh harga, promosi,dan kualitas pelayanan terhadap keputusan pembelian handphone samsung di jogja tronik yogyakarta

  • Vivilya Elisabeth Dua Taa Universitas Sarjanawiyata Tamansiswa

Abstract

ABSTRACK


THE EFFECT OF PRICE, PROMOTION, SERVICE QUALITY ON PURCHASING DECISION SAMSUNG MOBILE PHONES IN JOGJA TRONIK, YOGYAKARTA.


The study aims to determine: 1) the effect of price on purchasing decision Samsung mobile phones, 2) the effect of promotion on purchasing decision Samsung mobile phones, 3) the effect of service quality on purchasing Samsung mobile phones, 4) the effect of price, promotion,and service quality to purchasing Samsung mobile phones.


This study is a survey research. The population in this study were consumers who buy Samsung mobile phones in Jogja Tonik, Yogyakarta. The sampling technique used purposive sampling method with a total sample of 100 people. Data collection techniques using questionnaires that have been tested for validity and reliability. Data analysis techniques used to answer the hypothesis is multiple regression.


The results of this study indicate that: 1) the price and significant positive on purchasing decision Samsung mobile phones evidenced from t value of 6.288; the significance value 0.000<0.05; and a regression coefficient of 0.470; 2) the promotion positive and significant effect of purchasing decision Samsung mobile phones, evidenced from t value of 4.058; the significance value 0.000<0.05; and a regression coefficient of 0.308; 3) the service quality of positive and significant effect of purchasing decision Samsung mobile phones, evidenced from t value of 3.36; the significant value 0.001<0.05; and 4) the price, promotion, and service quality effect on purchasing decision Samsung mobile phones, evidenced by the calculated f value with significant of 0.001<0.05


 

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Published
2018-12-21
How to Cite
DUA TAA, Vivilya Elisabeth. pengaruh harga, promosi,dan kualitas pelayanan terhadap keputusan pembelian handphone samsung di jogja tronik yogyakarta. JURNAL EKOBIS DEWANTARA, [S.l.], v. 1, n. 8, p. 34-45, dec. 2018. ISSN 2656-4149. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/532>. Date accessed: 01 apr. 2020.