ABSTRAK

Laura Rentika, 1610412620011. Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Deterjen Rinso pada Mahasiswa Prodi Administrasi Bisnis Fisip Universitas Lambung Mangkurat Banjarmasin. Dibawah bimbingan Rasyidi dan Maryono.

Pemasaran merupakan salah satu faktor eksternal yang mempengaruhi keputusan pembelian suatu produk. Penelitian ini bertujuan untuk menguji Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Deterjen Rinso pada Mahasiswa Prodi Administrasi Bisnis Fisip Universitas Lambung Mangkurat Banjarmasin.

Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini konsumen yang menggunakan deterjen Rinso dengan jumlah 90 responden dengan teknik pengambilan sampel menggunakan incidental sampling. Teknik pengumpulan data menggunakan kuesioner dan analisa data menggunakan regresi ldinier berganda.

Hasil pengujian membuktikan tidak terdapat pengaruh signifikan secara parsial Harga (X1) terhadap Keputusan Pembelian (Y). Sedangkan Kualitas Produk (X2) berpengaruh signifikan secara parsial terhadap Keputusan Pembelian (Y)dengan besar pengaruh 0.218 atau 21.8% dan Citra Merek (X3) berpengaruh signifikan terhadap Keputusan Pembelian (Y) dengan besar pengaruh 0.565 atau 56.6%. Harga (X1),  Kualitas Produk (X2) dan Citra Merek (X3) berpengaruh signifikan secara simultan terhadap Keputusan Pembelian (Y) dengan besar pengaruh 0.48 atau 48.0%.

            Dari  penelitian ini dapat di simpulkan bahwa H1 ditolak dan Ho diterima, H2 diterima dan Ho ditolak, H3 diterima dan Ho ditolak, dan H4 diterima dan Ho ditolak.

Kata kunci: Harga, Kualitas Produk,Citra Merek, Keputusan Pembelian

ABSTRACT

Laura Rentika, 1610412620011. The Influence of Price, Product Quality and Brand Image on Detergent Rinso Purchase Decisions for Students of the Business Administration Study Program, Faculty of Social and Political Sciences, University Lambung Mangkurat  Banjarmasin. Under the guidance of  Rasyidi and Maryono.

Marketing is one of the external factors that influence the purchase decision of a product. This study aims to examine the effect of price, product quality and brand image on Detergent Rinso purchasing decisions for students of the Business Administration Study Program, Faculty of Social and Political Sciences, University Lambung Mangkurat Banjarmasin.

This study uses a quantitative approach. The sample in this study consumers who use Rinso detergent with a total of 90 respondents with the sampling technique using incidental sampling. Data collection techniques using questionnaires and data analysis using multiple linear regression.

The test results prove that there is no partially significant effect of Price (X1) on Purchasing Decisions (Y). While Product Quality (X2) has a partially significant effect on Purchasing Decisions (Y) with a large influence of 0.218 or 21.8% and Brand Image (X3) has a significant effect on Purchasing Decisions (Y) with a large influence of 0.565 or 56.6%. Price (X1), Product Quality (X2) and Brand Image (X3) simultaneously have a significant effect on Purchasing Decisions (Y) with a large influence of 0.48 or 48.0%.

            From this researchit can be concluded that H1 is rejected and Ho is accepted, H2 is accepted and Ho is rejected, H3 is accepted and Ho is rejected, and H4 is accepted and Ho is rejected.

Keywords: Price, Product Quality, Brand Image, Purchase Decision