Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Laptop Asus (Studi Kasus Pada Mahasiswa Fakultas Ekonomi UIR)

Sandra, Redo Antoni (2020) Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Laptop Asus (Studi Kasus Pada Mahasiswa Fakultas Ekonomi UIR). Other thesis, Universitas Islam Riau.

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Abstract

consumer who wants to make a choice then he must have an alternative choice, one of which is by looking at the quality of the product, therefore the quality of the product is a matter that needs to be considered by the company, because with good product quality will give satisfaction to consumers. companies are required to be more creative in determining the right strategy for the company so that it can attract the attention of consumers and influence consumers to be able to consume their products. This study aims to determine the effect of product quality and price on Asus Laptop purchase decisions (case study on economics students at Riau Islamic University). The population in this study were all students of the Faculty of Economics of the Islamic University of Riau who bought Asus laptops, and the sample used in this study was 100 respondents, while the sampling technique used was accidential sampling. The analysis technique used was multiple linear regression with first in test with validity and reliability. Test results from the study show that product quality and price variables have a significant and positive effect on purchasing decisions for Asus laptops, and variables that have a dominant influence on Asus laptop purchasing decisions are products.

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