Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Handphone Berbasis Android pada Mahasiswa STABN Sriwijaya Tahun 2024

Abstract

There are several problems felt by students from the Android-based mobile phones they own and decide to replace their mobile phones. The purpose of this study is to test the influence of product quality and price on the purchase decision of Android-based mobile phones for STABN Sriwijaya students. This study uses a quantitative approach with a survey method. The respondents of this study were 205 STABN Sriwijaya students who were carried out according to the research criteria. The sampling technique used in this study was non-probability sampling with purposive sampling method and using SPSS 25 software program. The results of the prerequisite test showed that the data were normally distributed, the influence of the two independent variables on the dependent variable was linear and there was no autocorrelation, and the research data could be analyzed using multiple linear regression. The results of the analysis using multiple linear regression showed an F_count value of 84.745 with a significance probability value of 0.000. The multiple linear regression equation obtained was Y = 7.716 + 0.368X1 + 0.161X2. The support provided by the product quality and price variables on the purchase decision of Android-based mobile phones for STABN Sriwijaya students was 45.6%. The results showed that product quality had a significant partial effect on purchasing decisions if the price was controlled. Price had a significant partial effect on purchasing decisions if the product quality was controlled.