Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembeliaan Melalui Minat Beli Sebagai Variabel Intervening Pada Perusahaan Laptop Brand Hp (Studi Pada Konsumen Laptop Merek Hp Di Kota Semarang)

Muhammad Nur Iskandar, Dyah Ika Kirana Jalantina, Leonardo Budi Hasiholan

Abstract


This study aims to investigate the impact of price and product quality on purchasing decisions, with purchase intention serving as an intervening variable for HP laptop brands. The research focuses on HP laptop consumers from January to December 2022, comprising a total population of 876 consumers. A sample of 100 respondents was selected for the analysis. The findings indicate that the price variable positively and significantly affects purchase intention. Similarly, product quality also has a positive and significant effect on purchase intention. Additionally, price significantly influences purchasing decisions, while product quality does as well. Purchase intention positively affects purchasing decisions, demonstrated by a regression coefficient value of 0.429. Furthermore, purchase intention mediates the relationship between price and purchasing decisions. However, job satisfaction does not mediate the effect of price on purchasing decisions.
Keywords: Price, Product Quality, Purchase Decision, Purchase Intention


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