PENGARUH KUALITAS PRODUK, HARGA DAN WORD OF MOUTH TERHADAP MINAT BELI PADA PRODUK SMARTPHONE OPPO DI KABUPATEN KARANGANYAR

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PENGARUH KUALITAS PRODUK, HARGA DAN WORD OF MOUTH TERHADAP MINAT BELI PADA PRODUK SMARTPHONE OPPO DI KABUPATEN KARANGANYAR

Fadh Abdoe Ghaniyyu Jalaminda - Nama Orang; IKA YOGA - Nama Orang;

ABSTRACT This study aims to determine that the variables of product quality, price, and word of mouth can influence purchase intention. This study used a questionnaire as data collection material, which was processed with the help of IBM SPSS version 23 software. The population in this study were Oppo smartphone users in Karanganyar Regency. The sampling technique was carried out using purposive sampling with a total sample of 102 people. Data analysis techniques used research instrument tests, classical assumption tests, model accuracy tests, descriptive statistical tests, multiple regression analysis tests, and t tests. The results and conclusions of this study show that (1) From the results of a significance value of 0.025 < 0.05 and a t_count value of 2.277 > t_table 1.661 so it can be concluded that product quality has a positive and significant effect on purchase intention. (2) From the results of a significance value of 0.006 < 0.05 and a t_count value of 2,786 > t_table 1,661, it can be concluded that price has a positive and significant effect on buying interest. (3) From the results of a significance value of 0.000 < 0.05 and a t_count value of 4,609 > t_table 1,661, it can be concluded that word of mouth has a positive and significant effect on purchase intention. Among the three variables that the authors took above, the word of mouth variable is the variable that has the most significant influence on the people of Karanganyar Regency, by looking at the significance value and the t_count value. Key Words : product quality, price, word of mouth, purchase intention.

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Judul Seri: -
No. Panggil: 2X6.3 FAD p 23
Penerbit: SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023
Deskripsi Fisik: 21 cm, 87 halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.3
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Edisi: -
Subjek: Manajemen Bisnis Syariah
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Pernyataan Tanggungjawab: Fadh Abdoe Ghaniyyu Jalaminda

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BAB I_195211363

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