Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Ulang Smartphone Samsung Pada Konsumen Di Kota Palembang

Castillo, Neville (2022) Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Ulang Smartphone Samsung Pada Konsumen Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze the effect of product quality and price on Samsung smartphone repurchase decisions on consumers in the city of Palembang. The population in this study were all people of Palembang City who were using Samsung smartphones, while the number of samples in this study were 100 respondents who met the criteria set by purposive sampling technique. The analysis technique in this study uses multiple regression and to test the hypothesis used t test and F test. The results obtained from this study indicate that product quality and price have a positive and significant impact on Samsung smartphone repurchase decisions on consumers in the city of Palembang. Keywords : Product Quality, Price, and Repurchase Decision

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