Keputusan Pembelian Kartu Prabayar Telkomsel Dilihat dari Kualitas Produk dan Harga Kompetitif

(Studi Kasus pada Pelanggan Kartu Prabayar Telkomsel di Kelurahan Ulak Karang Selatan Padang)

Authors

  • Pingki Wahyuni Sekolah Tinggi Ilmu Ekonomi KBP
  • Febsri Susanti Sekolah Tinggi Ilmu Ekonomi KBP

DOI:

https://doi.org/10.54066/jrime-itb.v2i1.1131

Keywords:

Product Quality, Competitive Price, Purchase Decision

Abstract

This study aims to prove the relationship between the influence of product quality and competitive price on the purchasing decisions of Telkomsel prepaid cards. In this study, the number of samples was 87 respondents. The data was collected using a questionnaire and the sampling technique was carried out by purposive sampling technique, namely sampling based on the criteria set by the researcher. The data analysis technique used is multiple regression analysis and to test the hypothesis using statistical t test. The results showed that: 1) Product quality has a significant effect on purchasing decisions for Telkomsel prepaid cards in Ulak Karang Selatan Village, Padang. Product quality has a significance value of 0.000, the significant value is smaller than alpha 0.05. 2) Competitive prices have a significant effect on purchasing decisions for Telkomsel prepaid cards in Ulak Karang Selatan Village, Padang. Competitive prices have a significance value of 0.000, the significant value is smaller than an alpha of 0.05.

References

Anjana, 2018, A Study On Factors Influencing Cosmetic Buying Behavior Of Consumers, International Journal of Pure and Applied Mathematics Volume 118 No. 9 2018, 453-459 ISSN: 1311-8080 (printed version); ISSN: 1314-3395 (on-line version)

Albari dan Safitri, Indah, 2018, The Influence of Product Price on Consumers’ Purchasing Decisions, Review of Integrative Business and Economics Research, Vol. 7, Supplementary Issue 2

Arianto, Nurmin dan Giovanni, 2020, Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian, Jurnal Pemasaran Kompetitif, Vol. 3, No. 2 / Februari 2020

Ariella, Irfan Rizqullah, 2018, Pengaruh Kualitas Produk, Harga Produk Dan Desain Produk Terhadap Keputusan Pembelian Konsumen Mazelnid, Performa: Jurnal Manajemen dan Start-Up Bisnis Volume 3, Nomor 2, Juni 2018

Cahyadi, I Gusti Ngurah Wahyu, dkk, 2020, Pengaruh Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Air Minum Dalam Kemasan Fotaqua Di Badung Bali, Values, Volume 1, Nomor 4, e-ISSN: 2721-6810

Eka, Priehadi Dhasa, 2019, The Influence of Product Innovation and Product Quality on Consumer Purchase Interest in PT. Alfasindo Metal in Jakarta, Jurnal Administrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran, Vol. 6, No. 2, july-December 2019, Page 197-206, p-ISSN: 2407-1765, e-ISSN: 2541-1306

Herman, Hendri dan Tobing, Vargo Christian L. 2020, The Effect Of Quality Products To The Customer’s Decision In Using Pgn Gas In Batam Society With The Service Quality As Moderation Variable, International Journal of Economics, Business and Accounting Research Peer Reviewed – International Journal Vol-4, Issue-4, 2020 E-ISSN: 2614-1280 P-ISSN 2622-4771

Kotler, Philip dan Armstrong, G. 2008. Prinsip-prinsip Pemasaran .Jilid 1.Edisis 12. Erlangga: Jakarta.

Kotler, Philip dan Keller, Kevine. Lane. 2019. Manajemen Pemasaran. Jilid 1. Edisi 13. Erlangga: Jakarta.

Rachmawati, Anita, dkk, 2020, Pengaruh Harga, Kualitas Produk, dan Gaya Hidup Terhadap Proses Keputusan Pembelian Produk Hijab di Nadiraa Hijab Yogyakarta, Cakrawangsa Bisnis Vol. 1, No. 2 (2020): Oktober| 187-200

Rizan, Mohamad, dkk, 2017, The Influence Of Brand Image, Price, Product Quality And Perceive Risk On Purchase Decision Transformer Product Pt. Schneider Indonesia, Jurnal Riset Manajemen Sains Indonesia (JRMSI) | Vol 8, No. 1, 2017 e-ISSN: 2301-8313

Sarwono, J. (2018). Statistik Untuk Riset Skripsi. Yogyakarta: Andi Offset.

Sekaran, Uma. 2006. Research Methods For Business, Edisi Keempat. Penerbit: Salemba Empat, Jakarta.

Sugiyono. (2013). Metode Penelitian Manajemen (1st ed.). Bandung: Alfabeta.

Sunyoto, D. (2011). Analisis Regresi dan Uji Hipotesis. Yogyakarta: Andi Offset.

Sunyoto, Danang dan Susanti, F. E. 2015. Manajemen Pemasaran Jasa Merencanakan, Mengelola, dan Membidik Pasar Jasa. Yogyakarta: CAPS.

Tjiptono, Fandy dan Chandra, G. 2017. Strategi Pemasaran Strategik.. Yogyakarta: Andi Offset.

Tjiptono, F. (2019). Strategi Pemasaran Prinsip dan Penerapan. Yogyakarta: Andi Offset.

Downloads

Published

2023-11-13

How to Cite

Pingki Wahyuni, & Febsri Susanti. (2023). Keputusan Pembelian Kartu Prabayar Telkomsel Dilihat dari Kualitas Produk dan Harga Kompetitif : (Studi Kasus pada Pelanggan Kartu Prabayar Telkomsel di Kelurahan Ulak Karang Selatan Padang). JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME), 2(1), 190–207. https://doi.org/10.54066/jrime-itb.v2i1.1131