The influence of price and product quality toward customer purchase decision at PT. Aneka Karya Duta

Pratama, Tommy Darmawan (2021) The influence of price and product quality toward customer purchase decision at PT. Aneka Karya Duta. Bachelor thesis, Universitas Pelita Harapan Medan.

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Abstract

The rapid growth of competitive business development such as now seen from many competitors makes a lot of businessman need to boost, innovate and increase their marketing strategy level in order to win the market. The research will focus on the effect of price and product quality toward customer purchase decision at PT. Aneka Karya Duta customer. This study aims to analyze the influence of price and product quality toward customer purchase decision at PT. Aneka Karya Duta. This study used causal research and quantitative method. Besides, the sample in this research are 57 respondents by using census sampling and the data are processed using SPSS 25 software. Based on the result of the analysis, the multiple linear regression coefficient of price is 0.413 which means that if the price variable is being increase or decrease by 1 point, the variable of purchase decision will also be increase or decrease by 0.413 point. On the other hand, the multiple linear regression coefficient of product quality is 0,365 which means if product quality variable is being increase or decrease by 1 point, then, the variable o purchase decision will also be increase or decrease by 0.365 point. The result also showed that the probability of T- test where the significance value of price is 0.006 and the significance value of product quality is 0.004 and for the F- test the significance value is 0.000. Therefore, price and product quality as independent variable simultaneously and partially influence customer purchase decision as the dependent variable at PT. Aneka Karya Duta. / Pesatnya pertumbuhan perkembangan bisnis yang kompetitif seperti saat ini dilihat dari banyaknya kompetitor membuat banyak pelaku usaha perlu untuk mendongkrak, berinovasi dan meningkatkan level strategi pemasarannya untuk memenangkan pasar. Penelitian ini akan memfokuskan pada pengaruh harga dan kualitas produk terhadap keputusan pembelian konsumen pada PT. Aneka Karya Duta. Tujuan dari penelitian ini adalah untuk menganalisa pengaruh harga and kualitas produk terhadap keputusan pembelian pada PT. Aneka Karya Duta. Penelitian ini menggunakan riset kausal dan metode kuantitatif. Selain itu, jumlah sample pada riset ini adalah sebanyak 57 respondent dengan menggunakan Teknik sensus sample dan datanya diolah menggukan software SPSS 25. Berdasarkan hasil analisis, koefisien regeresi linier berganda pada harga adalah 0,413 , yang berarti jika variabel harga meningkat atau berkurang sebanyak 1 poin, maka variabel keputusan pembelian juga akan meningkat atau berkurang sebanyak 0,413. Disisi lain, koefisien regeresi linier berganda pada kualitas produk adalah 0,365 , yang berarti jika variabel kualitas produk meningkat atau berkurang sebanyak 1 poin, maka variabel keputusan pembelian juga akan meningkat atau berkurang sebanyak 0, 365. Hasil juga menunjukan bahwa nilai probabilitas Uji T, dimana hasil signifikan pada harga adalah 0,006 dan hasil signifikan pada kualitas produk adalah 0,004 and untuk Uji F hasil siginifannya adalah 0,000. Oleh karena itu, harga dan kualitas produk sebagai variabel independen secara bersama-sama dan secara parsial mempengaruhi keputusan pembelian kustomer sebagai variabel terikat di PT. Aneka Karya Duta.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Pratama, Tommy DarmawanNIM03011170130tommydp15@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSinaga, PoltakNIDN0120116201poltaksinaga@uph.edu
Uncontrolled Keywords: purchase decision, price and product quality, marketing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 16700 not found.
Date Deposited: 18 Aug 2021 05:27
Last Modified: 18 Jan 2022 04:39
URI: http://repository.uph.edu/id/eprint/41344

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