ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE LENOVO DI PALEMBANG

Agatha, Sheren (2017) ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE LENOVO DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to examine the effect of product quality and price on purchasing decisions of Lenovo Mobile Phone in Palembang. The population in this study were the people who interested to purchasing and using Lenovo Mobile Phone in Palembang. Sampling was done by purposive sampling method, where sampling is based on certain criteria. The study sample is obtained by 100 respondents. Based on the results of hypothesis testing using multiple linier regression analysis method, the test results obtained showed that product quality (X1) and price (X2) variables affects the purchasing decision of Lenovo Mobile Phone. Where can be explained by 81,2%, while others can be explained by other variables. Keywords: product quality, price, purchase decision, Lenovo

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