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

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

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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh antara Kualitas Produk, Harga dan Layanan Purnajual terhadap Keputusan Pembelian Smartphone Realme pada Mahasiswa Universitas Negeri Jakarta. Penelitian ini dilakukan di Universitas Negeri Jakarta, Kampus A selama 6 bulan terhitung sejak Januari sampai dengan Juni 2020. Metode penelitian yang peneliti gunakan adalah metode survei dengan pendekatan korelasional, populasi yang digunakan adalah seluruh mahasiswa Universitas Negeri Jakarta. Teknik pengambilan sampel yang digunakan adalah dengan teknik purposive sampling sebanyak 141 orang. Persamaan regresi yang dihasilkan adalah Ŷ = 1,557 + 0,772 X1 + 0,174 X2 + 0,206 X3. Uji persyaratan analisis yaitu uji normalitas dengan uji Kolmogorov-Smirnov dengan tingkat signifikansi (α) = 5% atau 0,05 dan menghasilkan tingkat signifikan Y bernilai sebesar 0,200, X1 bernilai sebesar 0,093, X2 bernilai sebesar 0,068 dan X3 bernilai sebesar 0,085. Karena tingkat signifikansi keempat variabel tersebut > 0,05 maka dapat disimpulkan bahwa data tersebut berdistribusi normal dan dapat digunakan dalam analisis selanjutnya. Uji linieritas regresi Y atas X1, Y atas X2 dan Y atas X3 menghasilkan nilai signifikansi pada Linearity, yaitu 0,000 < 0,05, sehingga disimpulkan bahwa memiliki hubungan yang linier. Selanjutnya, dilakukan uji t dan dihasilkan Y atas X1 thitung = 8,828 dan ttabel = 1,65605, Y atas X2 thitung= 2,190 dan ttabel = 1,65605, Y atas X3 thitung= 2,398 dan ttabel = 1,65605. Nilai koefisien korelasi antara variabel Kualitas Produk (X1) terhadap keputusan pembelian (Y) sebesar 0,805, nilai koefisien korelasi antara variabel Harga (X2) terhadap keputusan pembelian (Y) sebesar 0,681 dan nilai koefisien korelasi antara layanan purna jual (X3) terhadap keputusan pembelian (Y) sebesar 0,566. Jadi, terdapat hubungan positif dan signifikan antara Kualitas Produk dengan keputusan pembelian, serta Harga dengan keputusan pembelian dan terdapat hubungan positif dan signifikan antara layanan purna jual dengan keputusan pembelian. Dengan demikian, dapat disimpulkan terdapat hubungan yang positif dan signifikan antara Kualitas Produk, Harga dan Layanan purnajual terhadap keputusan pembelian. Dari tabel hasil hitung uji koefisien determinasi dapat diketahui nilai adjusted R square (Koefisien Determinas) sebesar 0.678. Yang artinya pengaruh dari variabel Kualitas Produk, Harga dan layanan purna jualsecara parsial terhadap keputusan pembelian, yaitu 67,8% sedangkan sisanya 32,2% dipengaruhi oleh variabel lain di luar variabel Kualitas Produk, Harga dan layanan purnajual. 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.

Item Type: Thesis (Sarjana)
Additional Information: 1). Drs. Nurdin Hidayat, M.M,M.Si ; 2). Nadya Fadillah F, S.Pd., M.Pd
Subjects: Manajemen > Perilaku Konsumen
Divisions: FE > S1 Pendidikan Tata Niaga
Depositing User: Users 14626 not found.
Date Deposited: 30 Jun 2022 03:32
Last Modified: 30 Jun 2022 03:32
URI: http://repository.unj.ac.id/id/eprint/31003

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