ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA PRODUK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN LAMPU PHILIPS LED (Studi Pada Konsumen Berlian Electrindo di Kabupaten Kudus)

Abstract

This research is motivated by business rivalry condition of the electronic industry from time to time are getting tight, so the company must create a new marketing strategy to maintain and gain market share higher. As for the problem with this study is "Are product quality, service quality, product design, pricing and trust affect buying decision Philips LED lighting products at Kudus city?",. The purpose of this study to analyze the effect of each - each variable, the quality of the product (X1), quality of service (X2), price (X3) and trust (X4) to buying decision (Y). Hypothesis testing using t test showed that four independent variables found to significantly affect buying decision as dependent variables. Then through the F test showed that the variable product quality, service quality, product design, pricing, and the trust has a significant jointly in buying decision. Figures adjusted R square of 0,657 indicates that 65,7 percent of the variations of buying decision can be explained by four independent variables used in the regression equation. While the rest of 34,3 percent is explained by another variable outside fourth variables used within this research.  

Keywords: product quality, service quality,product pricing ,trust , buying decision