ANALISIS PENGARUH HARGA, KUALITAS PRODUK, GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK HANDPHONE MEREK VIVO DI RANTAUPRAPAT

SETI NAYANTI WARUWU, NPM 2001100119 (2024) ANALISIS PENGARUH HARGA, KUALITAS PRODUK, GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK HANDPHONE MEREK VIVO DI RANTAUPRAPAT. Tugas_Akhir(Artikel) YUME : Journal of Management, 10 (3). pp. 1-10. ISSN 2614-851X(e-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas produk, gaya hidup, dan promosi terhadap keputusan pembelian konsumen pada produk handphone merek Vivo di Rantauprapat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen handphone Vivo di Rantauprapat. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan kriteria responden yang pernah membeli atau menggunakan handphone merek Vivo. Data yang diperoleh dianalisis menggunakan regresi linier berganda untuk mengetahui pengaruh masing-masing variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Kualitas produk juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, gaya hidup dan promosi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada produk handphone merek Vivo. Secara simultan, variabel harga, kualitas produk, gaya hidup, dan promosi berpengaruh signifikan terhadap keputusan pembelian konsumen. Nilai koefisien determinasi menunjukkan bahwa variabel independen mampu menjelaskan keputusan pembelian sebesar 77%, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Dengan demikian, harga yang sesuai, kualitas produk yang baik, gaya hidup konsumen, dan promosi yang efektif menjadi faktor penting dalam meningkatkan keputusan pembelian handphone merek Vivo di Rantauprapat. Kata Kunci: Harga, Kualitas Produk, Gaya Hidup, Promosi, Keputusan Pembelian ================================================================================================= This study aims to analyze the influence of price, product quality, lifestyle, and promotion on consumer purchasing decisions for Vivo mobile phone products in Rantauprapat. This research uses a quantitative approach with a survey method by distributing questionnaires to 100 respondents who are consumers of Vivo mobile phones in Rantauprapat. The sampling technique used in this study is purposive sampling, with the criteria that respondents have purchased or used Vivo mobile phones. The data obtained were analyzed using multiple linear regression to determine the influence of each independent variable on the dependent variable. The results show that price has a positive and significant effect on consumer purchasing decisions. Product quality is also proven to have a positive and significant effect on purchasing decisions. In addition, lifestyle and promotion have positive and significant effects on consumer purchasing decisions for Vivo mobile phone products. Simultaneously, price, product quality, lifestyle, and promotion significantly influence consumer purchasing decisions. The coefficient of determination shows that the independent variables are able to explain purchasing decisions by 77%, while the remaining percentage is influenced by other variables outside this study. Therefore, appropriate pricing, good product quality, consumer lifestyle, and effective promotion are important factors in increasing purchasing decisions for Vivo mobile phones in Rantauprapat. Keywords: Price, Product Quality, Lifestyle, Promotion, Purchasing Decision

Item Type:	Article
Uncontrolled Keywords:	Harga, Kualitas Produk, Gaya Hidup, Promosi, Keputusan Pembelian================Price, Product Quality, Lifestyle, Promotion, Purchasing Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	09 Jun 2026 04:29
Last Modified:	09 Jun 2026 04:29
URI:	http://repository.ulb.ac.id/id/eprint/2522

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