Emiliani, NIM. 212021152 (2025) Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Laptop Apple di Kecamatan Seberang Ulu II Kota Palembang. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN LAPTOP APPLE DI KECAMATAN SEBERANG ULU II KOTA PALEMBANG. EMILIANI1 , Trisniarty Adjeng Moelyati2 , Fitantina3 Program Study Manajemen, Universitas Muhammadiyah Palembang e-mail : emilianiii529@gmail.com ABSTRAK EMILIANI/212021152/ Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Laptop Apple di Kecamatan Seberang Ulu II Kota Palembang. Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Laptop Apple di Kecamatan Seberang Ulu II Kota Palembang. Penelitian ini menggunakan 100 sampel, teknik pengambilan sampel menggunakan teknik nonprobability sampling dengan cara purposive sampling. Jenis penelitian ini termasuk penelitian asosiatif. Data utama yang digunakan adalah data Primer, dengan menggunakan metode pengumpulan data utama Kusioner. Teknik analisis yang digunakan Analisis Regresi Linier Berganda, Uji F, Uji t, dan Koefisien Determinasi. Penelitian ini menunjukkan hasil ada pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Laptop Apple di Kecamatan Seberang Ulu II Kota Palembang dengan nilai fhitung (43,520) > ftabel (2,00). Sedangkan secara parsial : 1) Kualitas Produk (X1) berpengaruh signifikan terhadap keputusan pembelian laptop Apple dengan nilai thitung 5,061 > ttabel 1,292. 2) Harga (X2) berpengaruh signifikan terhadap keputusan pembelian laptop Apple dengan nilai thitung 2,510 > ttabel 1,292. 3) Promosi (X3) ada pengaruh tidak sigifikan terhadap keputusan pembelian laptop Apple dengan nilai thitung 0,090 < ttabel 1,292. Analisis koefisien Determinasi menunjukkan bahwa Kualitas Produk, Harga dan Promosi berkontribusi sebesar 53,5 % terhadap perubahan Keputusan Pembelian Laptop Apple, sedangkan sisanya 46,5% disebabkan oleh variabel lain yang tidak ada dalam penelitian ini. Kata kunci : Keputusan Pembelian, Kualitas Produk, Harga dan Promosi. THE INFLUENCE OF PRODUCT QUALITY, PRICE AND PROMOTION ON APPLE LAPTOP PURCHASE DECISIONS IN SEBERANG ULU II DISTRICT, PALEMBANG CITY. EMILIANI1 , Trisniarty Adjeng Moelyati2 , Fitantina3 Program Study Manajemen, Universitas Muhammadiyah Palembang e-mail : emilianiii529@gmail.com ABSTRACT EMILIANI/212021152/ The Influence of Product Quality, Price and Promotion on the Decision to Purchase Apple Laptops in Seberang Ulu II District, Palembang City. The aim of this research is to determine the influence of product quality, price and promotion on purchasing decisions for Apple laptops in Seberang Ulu II District, Palembang City. This research used 100 samples, the sampling technique used nonprobability sampling technique using purposive sampling. This type of research includes associative research. The main data used is Primary data, using the main data collection method Questionnaire. The analysis techniques used are Multiple Linear Regression Analysis, F Test, t Test, and Coefficient of Determination. This research shows that there is an influence of product quality, price and promotion on the decision to purchase an Apple laptop in Seberang Ulu II District, Palembang City with a value of fcount (43.520) > ftable (2.00). Meanwhile, partially: 1) Product quality (X1) has a significant effect on the decision to purchase an Apple laptop with a value of tcount 5.061 > ttable 1.292. 2) Price (X2) has a significant effect on the decision to purchase an Apple laptop with a value of tcount 2.510 > ttable 1.292. 3) Promotion (X3) has no significant influence on the decision to purchase an Apple laptop with a t value of 0.090 < t table 1.292. Coefficient of Determination analysis shows that Product Quality, Price and Promotion contribute 53.5% to changes in Apple Laptop Purchase Decisions, while the remaining 46.5% is caused by other variables that are not in this research. Keywords: Purchasing Decisions, Product Quality, Price and Promotion.

Item Type:	Thesis (Skripsi)
Additional Information:	Dr. Trisniarty Adjeng Moelyatie, S.E., M.M Fitantina, S.E., M.Si
Uncontrolled Keywords:	Keputusan Pembelian, Kualitas Produk, Harga dan Promosi
Subjects:	Ekonomi dan Bisnis > Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	17 May 2025 03:55
Last Modified:	17 May 2025 03:55
URI:	http://repository.um-palembang.ac.id/id/eprint/31062

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