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

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.