Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Minat Beli Konsumen Smartphone Vivo

Muthia Shafitri, Lina Ariani, Nobelson Nobelson

Abstract


This research is a quantitative study which aims to determine the effect of product quality, price, and promotion on consumer buying interest in Vivo smartphones in the Jakarta area. Product quality is the product's ability to achieve or exceed consumer expectations of the product. Price is the value of a product in currency units that must be paid by consumers in order to have full rights to a product. Promotion is an effort made by companies to attract consumers by conveying messages or information that are persuasive in nature. Purchase interest is the desire from within consumers because of the incentives and beliefs that drive the purchasing decision-making process. The population of this study is the consumers of Vivo smartphone products in the Jakarta area. The sampling technique used was probability sampling with the type of simple random sampling. Data obtained through distributing questionnaires to 109 respondents. The analytical tool used is descriptive statistics and multiple linear regression analysis processed using SPSS. The results showed that product quality did not partially affect purchase intention on Vivo smartphones, this was evidenced by a significance value of 0.858> 0.05. Price has a partial effect on purchase intention on Vivo smartphones with a significance value of 0.025 <0.05. Promotion has a partial effect on buying interest on Vivo smartphones with a significance value of 0.011 <0.05. Simultaneously, product quality, price, and promotion have an effect on purchase intention on Vivo smartphones with a significance value of 0.001 <0.05.


Keywords


Product Quality; Price; Promotion; Purchase Interest.

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References


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