PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS BOSOWA

Abstract

Khaerunnisa.2020. Thesis. The Effect of Product Quality, Price, and Promotion On Iphone Purchase Based On Students Of Economic Faculty of Bosowa University supervised by Hasanuddin Remmang and Kafrawi Yunus The research of this study is to see the effect of Product Quality, Price, and Decision making of Bosowa University students on purchasing an Iphone. The subject of this research are students of the Economic Faculty of Bosowa University. The sample method in this research is using purposive sampling technique. The number of students sampled in this study was 100 tudent. The data used are primary data in the form questionnories distributed to respondents. The data analysis method used in this study is multiple linear regression analysis. The result showed that : 1) Product Quality has a positive and significant effect on purchasing decisions which is indicated by the value of thitung=3,682 > ttable = 1,984 the Product Quality has a Significance level of 0,000 < 0,05 indicating a Significant number. 2) Price does not have a significant effect on purchasing decisions. Which in indicates by the value of thitung = 1,352 < ttable = 1,984 than the price has no effect with value of 0,179 < 0,05 indicating an insignificant number. 3) Promotion has a positive and significant effect on purchasing decisions. Which id indicated by the value of thitung = 2,045 > ttable = 1,984 the Promotion has a significance level of 0,000 < 0,05 then promotion has a positive effect