Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Laptop Asus (Studi pada Pengguna Laptop Asus di Kota Semarang)

Julyan Hasna Maulida; Handojo Djoko Waloejo; Robetmi Jumpakita Pinem

doi:10.14710/jiab.2022.35535

DOI: https://doi.org/10.14710/jiab.2022.35535

Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Laptop Asus (Studi pada Pengguna Laptop Asus di Kota Semarang)

*Julyan Hasna Maulida - Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia

Handojo Djoko Waloejo - Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia

Robetmi Jumpakita Pinem - Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

BibTex Citation Data :

@article{JIAB35535,
    author = {Julyan Hasna Maulida and Handojo Waloejo and Robetmi Pinem},
    title = {Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Laptop Asus (Studi pada Pengguna Laptop Asus di Kota Semarang)},
    journal = {Jurnal Ilmu Administrasi Bisnis},
  volume = {11},
    number = {4},
    year = {2022},
    keywords = {Harga; Keputusan Pembelian; Kualitas Produk},
    abstract = { Along with the development of technology, the number of laptop users makes competition for laptop market share in Indonesia increasing. Companies need a special strategy to win the competition. One way is to improve consumer purchasing decisions. This study aims to determine the effect of price and product quality on purchasing decisions for Asus laptops (study on Asus laptop users in Semarang City). This type of research is explanatory research with sampling technique using purposive sampling technique. The data collection technique used was a questionnaire. The sample in this study amounted to 100 Asus laptop users in Semarang City who had or purchased Asus laptops for at least the last 2 years. Data analysis was carried out using the SPSS 25.0 for windows application to test the validity, test reliability, test the correlation coefficient, test the coefficient of determination, simple and multiple linear regression, as well as t test and F test. The results of this study indicate that price and product quality together -the same has a positive effect on purchasing decisions, with a score of 56.994 (F Value) > 3.090 (F table).    Seiring dengan perkembangan teknologi, banyaknya pengguna laptop membuat persaingan memperebutkan pangsa pasar laptop di Indonesia semakin meningkat. Perusahaan membutuhkan strategi khusus untuk memenangkan persaingan. Salah satu caranya dengan meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk terhadap keputusan pembelian laptop Asus (studi pada pengguna laptop Asus di Kota Semarang).Tipe penelitian ini yaitu explanatory research dengan teknik pengambilan sampel menggunakan teknik purposive sampling. Teknik pengumpulan data yang digunakan menggunakan kuesioner. Sampel pada penelitian ini berjumlah 100 pengguna laptop Asus di Kota Semarang yang pernah atau melakukan pembelian laptop Asus minimal 2 tahun terakhir. Analisis data dilakukan dengan menggunakan aplikasi SPSS 25.0 for windows terhadap uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi linier sederhana dan berganda, serta uji t dan uji F. Hasil penelitian ini menunjukkan bahwa harga dan kualitas produk secara bersama-sama berpengaruh positif terhadap keputusan pembelian, dengan skor sebesar 56,994 (F Value) > 3,090 (F tabel).},
   issn = {2746-1297},   pages = {614--621}  doi = {10.14710/jiab.2022.35535},
    url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/35535}
}

Citation Format:

Abstract

Along with the development of technology, the number of laptop users makes competition for laptop market share in Indonesia increasing. Companies need a special strategy to win the competition. One way is to improve consumer purchasing decisions. This study aims to determine the effect of price and product quality on purchasing decisions for Asus laptops (study on Asus laptop users in Semarang City). This type of research is explanatory research with sampling technique using purposive sampling technique. The data collection technique used was a questionnaire. The sample in this study amounted to 100 Asus laptop users in Semarang City who had or purchased Asus laptops for at least the last 2 years. Data analysis was carried out using the SPSS 25.0 for windows application to test the validity, test reliability, test the correlation coefficient, test the coefficient of determination, simple and multiple linear regression, as well as t test and F test. The results of this study indicate that price and product quality together -the same has a positive effect on purchasing decisions, with a score of 56.994 (F Value) > 3.090 (F table).

Seiring dengan perkembangan teknologi, banyaknya pengguna laptop membuat persaingan memperebutkan pangsa pasar laptop di Indonesia semakin meningkat. Perusahaan membutuhkan strategi khusus untuk memenangkan persaingan. Salah satu caranya dengan meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk terhadap keputusan pembelian laptop Asus (studi pada pengguna laptop Asus di Kota Semarang).Tipe penelitian ini yaitu explanatory research dengan teknik pengambilan sampel menggunakan teknik purposive sampling. Teknik pengumpulan data yang digunakan menggunakan kuesioner. Sampel pada penelitian ini berjumlah 100 pengguna laptop Asus di Kota Semarang yang pernah atau melakukan pembelian laptop Asus minimal 2 tahun terakhir. Analisis data dilakukan dengan menggunakan aplikasi SPSS 25.0 for windows terhadap uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi linier sederhana dan berganda, serta uji t dan uji F. Hasil penelitian ini menunjukkan bahwa harga dan kualitas produk secara bersama-sama berpengaruh positif terhadap keputusan pembelian, dengan skor sebesar 56,994 (F Value) > 3,090 (F tabel).

Fulltext View|Download Email colleagues

Keywords: Harga; Keputusan Pembelian; Kualitas Produk

Article Metrics:

Article Info

Section: Articles

Language : ID

In Vol 11, No 4 (2022)

Last update:

No citation recorded.

Last update:

No citation recorded.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright of all published articles is retained by the respective author(s). Authors grant Jurnal Ilmu Administrasi Bisnis a non-exclusive license to publish the article and to identify itself as the original publisher. This license also includes the right for the journal to distribute the article as part of its publication, including in printed or electronic formats, for non-commercial dissemination.

All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons-Non Ceomercial-Attribution-ShareAlike (CC BY-SA)