Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi terhadap Keputusan Pembelian Smartphone Samsung di Erafone Palopo

Sri Anggraeni Polobutu; Novia Dwi Sulatra; Jessica Matta; Muh. Rigan Naufal; Mursida Mursida; Andi Dewi Anggraini

doi:10.55606/jimek.v5i3.8013

Authors

Sri Anggraeni Polobutu Universitas Andi Djemma
Novia Dwi Sulatra Universitas Andi Djemma
Jessica Matta Universitas Andi Djemma
Muh. Rigan Naufal Universitas Andi Djemma
Mursida Mursida Universitas Andi Djemma
Andi Dewi Anggraini Universitas Andi Djemma

DOI:

https://doi.org/10.55606/jimek.v5i3.8013

Keywords:

Price Perception, Product Quality, Digital Promotion, Purchase Decision, Samsung Smartphone

Abstract

This study was conducted with the aim of determining and analyzing the influence of product quality, price perception, and promotion on consumer purchasing decisions. The focus of the study was directed at consumers of Samsung brand smartphones at Erafone Palopo outlets. The background of this study is based on the high competition in the smartphone market which requires companies to understand what factors can influence consumers in making purchasing decisions. The number of samples in this study was set at 50 respondents who were Erafone Palopo consumers. The data collection technique was carried out using a questionnaire containing a number of structured questions regarding consumer perceptions of product quality, price perception, promotions, and purchasing decisions. This questionnaire was designed in the form of answer choices so that respondents could provide responses according to the conditions they experienced. The collected data were then analyzed using descriptive analysis methods to provide an overview of the characteristics of respondents, and multiple regression analysis to test the relationship and influence between research variables. Data processing was carried out with the help of the SPSS version 20 statistical program. The results of the analysis showed that simultaneously the variables of product quality, price perception, and promotion had a significant effect on Samsung smartphone purchasing decisions at Erafone Palopo. This is evidenced by the calculated F value of 15.188, which is greater than the F table of 2.81, and the significance value of 0.000, which is less than 0.05. Thus, it can be concluded that these three independent variables are important factors influencing consumers' decisions to purchase Samsung smartphones at that outlet.

References

Adipramita, V. (2019). Pengaruh kualitas pelayanan, persepsi harga, dan lokasi terhadap keputusan pembelian di Toko Perhiasan Emas Lancar Jaya Sekaran Lamongan. JEM17: Jurnal Ekonomi Manajemen, 4(1), 80–90. https://doi.org/10.30996/jem17.v4i1.2916

Aditi, B., & Hermansyur, H. (2018). Pengaruh atribut produk, kualitas produk dan promosi terhadap keputusan pembelian mobil merek Honda di Kota Medan. Jurnal Ilmiah Manajemen dan Bisnis, 19(1), 64–72. https://doi.org/10.30596/jimb.v19i1.1743

Agusani, D. S. (2020). Pengaruh harga, citra merek, kualitas produk, dan promosi terhadap keputusan pembelian produk sepatu Skecers di Tunjungan Plaza Kota Surabaya. Jurnal Ilmu dan Riset Manajemen, 9(3), 1–15.*

Andis, A., Risal, M., & Kasran, M. (2019). Pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian produk handphone Samsung pada Toko Centro Palopo. Jurnal Manajemen STIE Muhammadiyah Palopo, 5(1), 1–11. https://doi.org/10.35906/jm001.v5i1.345

Anggraeni, A. R., & Soliha, E. (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6(3), 139–152. https://doi.org/10.21111/tijarah.v6i3.5612

Asshiddieqi, F., & Mudiantono. (2021). Analisis pengaruh harga, desain produk dan citra merek terhadap keputusan pembelian (Studi kasus pada produk Crooz di Distro Ultraa Store Semarang). Diponegoro Journal of Management, 1(1), 1–9.

Bintang Pratama, A., & Munarsih. (2022). Pengaruh kualitas pelayanan dan promosi terhadap kepuasan pelanggan pada PT Indomarco Prismatama Cabang Kemiri Raya Kota Tangerang Selatan. Indonesian Journal of Economy, Business, Entrepreneurship and Finance, 2(1), 49–64. https://doi.org/10.53067/ijebef.v2i1.47

Cahyono, T., & Maskan, M. (2020). Pengaruh desain interior, desain eksterior, dan citra merek terhadap keputusan pembelian pada Plasa PT Telekomunikasi. Jurnal Aplikasi Bisnis, 6(2), 120–132.*

Darmansah, A., & Yosepha, S. Y. (2020). Pengaruh citra merek dan persepsi harga terhadap keputusan pembelian online pada aplikasi Shopee di wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–30. https://doi.org/10.35968/pkaby422

Ernawati, D. (2019). Pengaruh kualitas produk, inovasi produk dan promosi terhadap keputusan pembelian produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17–28. https://doi.org/10.20527/jwm.v7i1.173

Fetrizen, & Aziz, N. (2019). Analisis pengaruh kualitas produk, harga, promosi terhadap keputusan pembelian air minum dalam kemasan (AMDK). OSF Preprints. https://doi.org/10.31219/osf.io/w6dt5

Hasan, A. (2018). Bab II kajian pustaka. Jurnal Ilmiah, 12, 6–25.

Mendur, M. E., Tawas, H. N., & Arie, F. V. (2021). Pengaruh persepsi harga, kualitas produk dan atmosfer toko terhadap keputusan pembelian pada Toko Immanuel Sonder. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(3), 1077–1086.*

Wiryany, D., Natasha, S., & Kurniawan, R. (2022). Perkembangan teknologi informasi dan komunikasi terhadap perubahan sistem komunikasi Indonesia. Jurnal Nomosleca, 8(2), 242–252. https://doi.org/10.26905/nomosleca.v8i2.8821

Yusepa, W. Y., Kamilawati, A., Agesti, P. T., & Sanjaya, V. F. (2024). Peran competitive advantage dalam menarik konsumen di pasar lokal (Studi pada Topshop Bandar Lampung). Al-A'mal: Jurnal Manajemen Bisnis Syariah, 1(2), 29–40.*