TA DIGITAL
Analisis pengaruh harga dan kualitas produk terhadap keputusan pembelian kipas angin produksi PT Maspion Group
One way to determine the purchase decision to products offered is by analyzing consumers’ responses. It should be further investigated with respect to the purchase decision of consumers in purchasing products. The objective of this study was to determine the perceptions of consumers who have used fans as the products of PT Maspion Group on price and products quality.
This study was a descriptive type and the population of this study were people who have used the fan which were produced by PT Maspion Group at Pedurungan sub-district of Semarang. The sampling technique used in this study was purposive sampling with the sample of 100 people, and data collection were conducted with questionnaire, interview and literature studies.
The result of linier regression analysis with the assistance of SPSS 17.0 indicated that Y = 3,073 – 0,188X1 + 0,594X2 . From the result, it could be concluded that the most influential variable in this study was the products quality with 0,594, but the price variable in this study had negative influence with -0,188. Price and products quality had affected purchasing decision which Fcount = 39,638 greater than Ftable = 2,3581 while partially, tcount = -3,163 smaller than ttable = 1,9847, it indicated that price had a negative effect and products quality had a positive effect with tcount = 8,523 greater than ttable = 1,9847. Coefficient of determination value of price and quality products variables to the buying decision R2= 450 it meant that 45% of purchasing decision depended on price and products quality, while 55% was influenced by other factors which were not included in this study.
As the results of research, it could be concluded that the quality of the products was the most iinfluential variable on purchase decisions of electric fans. Good quality product will affect the consumers to make a purchase. It is recommended that PT Maspion Group must maintain fair prices on the electric fans as their products
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