ABSTRAK

Vencho Septha Dhito D1A215081, 2022, Pengaruh Kualitas ProdukDanHargaTerhadapKeputusanPembelianLaptopAsusdiKotaBanjarmasin.Dibimbing oleh NoorHidayati.

Penelitian ini bertujuan untuk mengetahui dan menguji secara parsialdansimultanpengaruhKualitasProdukDanHargaTerhadapKeputusanPembelianLaptop Asus di KotaBanjarmasin.

Penelitianinimerupakanpenelitiankuantitatif,tipepenelitianiniadalahasosiatif.PengambilansampeldalampenelitianinimenggunakanteknikPurposiveSampling,menggunakanrumusslovinsehinggadiperoleh

100respondenyangdijadikansampelpenelitian.Datayangdigunakandiambildarikuesioner.Analisisdatamenggunakananalisisregresilinierberganda.

Hasil penelitian menunjukan bahwa (1) Kualitas Produk berpengaruhsignifikanterhadapKeputusanPembelianLaptopAsusdiKotaBanjarmasin,

(2) Harga berpengaruh signifikan terhadap Keputusan Pembelian Laptop AsusdiKotaBanjarmasin,dan(3)KualitasProduk,danHargaberpengaruhsignifikanterhadapKeputusanPembelian LaptopAsusdi KotaBanjarmasin.

KataKunci :KualitasProduk,Harga,danKeputusanPembelian.

ABSTRACT

Vencho Septha Dhito D1A215081, 2022, Effect of Product Quality andPrice on Asus Laptop Purchase Decisions in Banjarmasin City. Supervised byNoorHidayati.

This study aims to determine and test partially and simultaneously theeffect of product quality and price on purchasing decisions for Asus laptops inBanjarmasinCity.

Thisresearchisaquantitativeresearch,thistypeofresearchisassociative. Sampling in this study used the Purposive Sampling technique,using the Slovin formula in order to obtain 100 respondents who were used asresearchsamples.Thedatausedweretakenfromaquestionnaire.Dataanalysisused multiple linear regression analysis.

The results showed that (1) Product Quality had a significant effect onthe Asus Laptop Purchase Decision in Banjarmasin City, (2) Price had asignificanteffectonAsusLaptopPurchaseDecisioninBanjarmasinCity,and (3) ProductQuality,andPricehadaeffectonAsusLaptopPurchaseDecisionin Banjarmasin City.

Keywords:ProductQuality,Price,andPurchase Decision.