Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Minat Beli Masyarkat Terhadap Smartphone Merk Cina

  • Aditya Krisna Ariyanto Fakultas Ekonomi Manajemen, Sekolah Tinggi Ilmu Ekonomi Surakarta
  • Ginanjar Rahmawan Fakultas Ekonomi Manajemen, Sekolah Tinggi Ilmu Ekonomi Surakarta
Keywords: Minat Beli, Price, Promotion, Product Quality, Buying Interests

Abstract

The implementation of the following research is to find out the effect of price, promotion, and product quality on people's buying interest in Chinese brand smartphones. The population used in the implementation of the study were students at the STIE Surakarta campus, and the sample of this study was 88 people. Researchers chose accidental sampling technique used in the implementation of the following research. The data analysis of this study used multiple linear regression analysis where the data processing used the Statistical Package for Social Science (SPSS) program. The results of his research show that it has a significant effect on the price on purchase intention which is explained by the value which is 0.028 lower than 0.05, then the effect of promotion on purchase intention also has a significant effect because it has a value of 0.000 less than 0.05, then that is. Finally, the effect of product quality on purchase intention has a significant effect because it is explained by the result that the value of 0.000 is lower than 0.05.

References

Aris, D. J. (2017). Pengaruh Promosi Melalu Media Sosial Instagram Terhadap Keputusan Pembelian Produk Saka BSugiyono. (2016). Metode Penelitian Kuantitatif Kualitataif dan Kombinasi (Mixed Methods). Bandung: Alfabetaistro (Bd. 4). Fakultas Ekonomi dan Bisnis, Universitas Telkom.

Assauri, S. (2015). Manajemen Pemasaran. Jakarta: Rajawali Pers.

Fandy, T. (2015). Strategi Pemasaran.Edisi 4. Yogyakarta: Andi Offset.

Febriani, N., & Dewi, W. (2018). Teori dan Prakt i: Riset Komunikasi Pemasaran Terpadu. Malang: UB Press.

Fitriah, M. (2018). Komunikasi Pemasaran Melalui Desain Visual. Yogyakarta: CV Budi Utama.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.

Kotler, P., & Amstrong, G. (2016). Dasar - Dasar Pemasaran Jilid I Edisi 9. Jakata: Erlangga.

Kotler, P., & K. L. (2012). Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.

Muhidin, A., Sambas, & Abdurrahman, M. (2007). Analisis Korelasi, Regresi, dan Jalur Dalam Penelitian . Bandung: Pustaka Setia.

R.A.P, M., & Iriani, S. S. (2014). Analisis Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Minat Beli Konsumen Produk Batik Sendang Duwuramongan†(Bd. 1 ). Diponegoro Journal Of Management.

Rizky, M., & Yasin, H. (2014). Pengaruh Promosi dan Harga Terhadap Minat Beli Perumahan Obama PT. Nailah Adi Kurnia Sei Mencirim Medan. 14, 135-143.

Sidik, M. (2002). Optimalisasi Pajak Daerah dan Retribusi Daerah Dalam Rangka Meningkatkan Kemampuan Keuangan Dearah. Orasi Ilmiah Wisuda XXI STIA LAN.

Sugiyono. (2016). Metode Penelitian Kuantitatif Kualitatif dan Kombinasi (Mixed Methods). Bandung: Alfabeta.

Supranata, S. (2004). Analisis, Validitas, Reabilitas, dan Interpretasi Hasil Tes Implementasi Kurikulum . Bandung: PT. Remaja Rosdakarya Suryabrata.

Suyono. (2018). Analisis Regresi Untuk Penelitian. Yogyakarta: Deepublish.

Uyanto, & S, S. (2009). Pedoman Analisis Data dengan SPSS. Yogyakarta: Graha Ilmu.

Published
2021-07-15
How to Cite
Ariyanto, A. K., & Rahmawan, G. (2021). Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Minat Beli Masyarkat Terhadap Smartphone Merk Cina. Widya Manajemen, 3(2), 117-127. https://doi.org/10.32795/widyamanajemen.v3i2.1632