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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Journal La Sociale Journal of Economic, Business, and Administration JEBA Jurnal Ilmu Manajemen dan Bisnis The Eastasouth Management and Business West Science Business and Management
Yahya, Siskawaty
Universitas Bina Mandiri Gorontalo
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Library & Information Science Public Health Social Sciences Other

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Journal : Jurnal Ilmu Manajemen dan Bisnis

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THE EFFECT OF BRAND PRICE AND PRODUCT QUALITY ON SMARTPHONE PURCHASE DECISIONS AT KIRANA SMARTPHONE STORE Mada, Yusuf Rayan; Sudarsono; Yahya, Siskawaty
Jurnal Ilmu Manajemen dan Bisnis Vol. 12 No. 2 (2024): Jurnal Ilmu Manajemen dan Bisnis (JIMB)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/jimb.v12i2.1535

Abstract

This study aims to explore how factors such as price, brand, and product quality can influence smartphone purchasing decisions. The method used in this study is a quantitative method. This study conducted a survey with a sample of users or consumers who purchased smartphones at the Kirana Smartphone Store. Data were collected through a questionnaire that assessed consumer perceptions of price, brand, and product quality that influence smartphone purchasing decisions. The results of the study showed that price had a negative and significant effect on purchasing decisions. Based on the results of the t-test and significance value, it is known that the Price Variable (X1) is indicated by a calculated t-value of -3.499> t-table - 1.998 and a significance value of 0.001 <0.05. In addition, based on the results of the t-test and significance value, it is known that the Brand Variable (X2) is indicated by a calculated t value of 2.245> t-table 1.998 and a significance value of 0.002 <0.05. So it can be concluded that the brand variable has a positive and significant effect on purchasing decisions. Meanwhile, the product quality variable cannot influence consumer purchasing decisions. This is based on the results of the t-test and the significance value is known that the Product Quality Variable (X3) is indicated by a calculated t value of 0.689 < t-table 1.998 and a significance value of 0.000 > 0.05. Thus, the Product Quality variable is stated to have no influence on Purchasing Decisions.
Co-Authors Anani, Siske DARMAN Darman Darman Djamila Podungge Flora Grace Putrianti Hadjatu, Sri Idong, Fajri Imam Mashudi Judijanto, Loso Mada, Yusuf Rayan Mooduto, Wiliam Indra S Musa, Maman Rauf, Nuzmerini Sitti Husna Noviana Djou Sudarsono Sulaiman Efendi Siregar