PENGARUH KUALITAS PRODUK, PENGALAMAN PENGGUNA, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE DI KALANGAN MAHASISWA ULB DI RANTAUPRAPAT

CUT MAWARNI, NPM 2201100036 (2026) PENGARUH KUALITAS PRODUK, PENGALAMAN PENGGUNA, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE DI KALANGAN MAHASISWA ULB DI RANTAUPRAPAT. Skripsi thesis, Universitas Labuhanbatu.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, pengalaman pengguna, dan harga terhadap keputusan pembelian smartphone iPhone di kalangan mahasiswa Universitas Labuhanbatu (ULB) di Rantauprapat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data primer diperoleh melalui penyebaran kuesioner kepada 112 responden mahasiswa ULB yang menggunakan atau pernah membeli smartphone iPhone. Teknik analisis data yang digunakan adalah analisis regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa secara parsial kualitas produk, pengalaman pengguna, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone iPhone. Selain itu, hasil uji simultan membuktikan bahwa kualitas produk, pengalaman pengguna, dan harga secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian smartphone iPhone di kalangan mahasiswa ULB di Rantauprapat. Nilai koefisien determinasi menunjukkan bahwa keputusan pembelian dapat dijelaskan oleh variabel kualitas produk, pengalaman pengguna, dan harga, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Berdasarkan hasil penelitian tersebut, dapat disimpulkan bahwa kualitas produk yang unggul, pengalaman pengguna yang positif, serta kesesuaian harga dengan manfaat yang diperoleh menjadi faktor penting dalam mendorong keputusan pembelian smartphone iPhone di kalangan mahasiswa. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi perusahaan dalam merumuskan strategi pemasaran serta menjadi referensi bagi penelitian selanjutnya. Kata Kunci: Kualitas Produk, Pengalaman Pengguna, Harga, Keputusan Pembelian, iPhone ========================================================================= This study aims to analyze the influence of product quality, user experience, and price on iPhone smartphone purchase decisions among students at Labuhanbatu University (ULB) in Rantauprapat. This study used a quantitative approach with a survey method. Primary data was obtained by distributing questionnaires to 112 ULB student respondents who use or have purchased iPhone smartphones. The data analysis technique used was multiple linear regression analysis with the help of SPSS. The results showed that product quality, user experience, and price partially had a positive and significant influence on iPhone smartphone purchase decisions. Furthermore, simultaneous test results demonstrated that product quality, user experience, and price collectively had a significant influence on iPhone smartphone purchase decisions among ULB students in Rantauprapat. The coefficient of determination indicates that purchasing decisions can be explained by product quality, user experience, and price, with the remaining influence being influenced by other variables outside this study. Based on these results, it can be concluded that superior product quality, positive user experience, and the appropriateness of price to the benefits obtained are important factors in driving iPhone smartphone purchase decisions among students. The results of this study are expected to provide considerations for companies in formulating marketing strategies and serve as a reference for further research. Keywords: Product Quality, User Experience, Price, Purchase Decision, iPhone

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Kualitas Produk, Pengalaman Pengguna, Harga, Keputusan Pembelian, iPhone==============Product Quality, User Experience, Price, Purchase Decision, iPhone
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	21 Jul 2026 07:55
Last Modified:	21 Jul 2026 07:55
URI:	http://repository.ulb.ac.id/id/eprint/2599

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