Analysis of the Influence of Product Quality and Price on Smartphone Purchasing Decisions
Keywords:
Product Quality, Price, Purchase Decision, SmartphoneAbstract
This research aims to analyze the influence of product quality and price on smartphone purchasing decisions. Purchasing decisions are the process consumers go through in selecting and purchasing a product or service to fulfill their needs and desires. High and good product quality at an affordable price is the main factor that encourages consumers to buy a product by considering the quality and price ratio in making decisions at the time of purchase. Consumer satisfaction in product quality is very important in maintaining the existence of a company or business unit so that understanding of digital marketing, product quality and service quality cannot be underestimated. The population in this study was smartphone consumers from IAIN Syekh Nurjati Cirebon students. The sample size was determined by distributing questionnaires and a sample of 55 people was obtained. The data collection technique through this questionnaire has been tested for validity, reliability and classical assumption tests. This research method uses multiple linear regression analysis. From the results of this research, the research results obtained partially show that product quality has a positive and significant effect on purchasing decisions, then price has a positive and significant effect on purchasing decisions. Meanwhile, product quality and price simultaneously influence smartphone purchasing decisions. This research provides implications for smartphone manufacturers to improve product quality and offer competitive prices in order to increase smartphone purchasing decisions by IAIN Syekh Nurjati Cirebon students.
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References
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