SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2010

Ukuran Huruf:  Kecil  Sedang  Besar

PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN PADA PONSEL MERK SONY ERICSSON

HASIM AS ARI

Abstrak


ABSTRAC

 

Hasyim As Ari. 2009. “The influence of Product Quality and Price On Consumer Buying Decision Proces On Brand Sony Ericsson mobile phone ( Studies in the Faculty of Economic Students University of Malang)”. Thesis, Departemen of Management ,FE UM. Advisor (1) Prof. Dr Suprianto, M.M, (II) Dr. Syihabudhin, M.Si.

 

Keywords: Product Quality, Price, Purchase Decision Process.

Current globalization brings a huge impact on the competitive businessworld increasingly stringent, especially in marketing and product produced. The appeal of a product can not be separated from the product quality and price available. Product quality and price can be a driving force for consumers to buy, for not seldom purchase decision process of a product due to the influence of product quality and prices on these products. Product quality and price are the most effective in influencing consumers, through product quality and price, can stimulate consumers to buy products and use the product repeatedly. Therefore, product quality and prices should remain a concern for product quality and prices could cause an impact on the consumer to make purchases. This study aims to determine the effect of simultaneous partial and variable quality of products that include (performance, features, reliability, service, perception of quality) and price of products to the consumer purchasing

decision process on Siemens products. The study was conducted at the Faculty of Economics, State University of Malang (UM FE). Subjects in this study is FE UM students, while the sample

taken as many as 140 people and sampling techniques using purposive sampling. Instrument used in this study is the questionnaire. From the research results can be seen that there is significant influence

between product quality include (performance, features, reliability, service, perception of quality) and the price of the product purchase decision process either Sony Ericsson or partially simultaneously. Thus it can be said that the quality of products and price be able to influence consumer purchase process. From this conclusion can be recommended (1) For the consumer in making a purchase should not be too quick to make decisions so as not to regret in the end.

(2) For the business should provide products of good quality and well designed pricing strategy right (3) If in the future researchers want to use the free variable product quality and price, researchers recommend using satisfaction as a variable binding. This is done to determine the level of customer loyalty from Sony Ericsson.

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