PENGARUH PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PRODUK SMARTPHONE SAMSUNG (Studi Pada Konsumen Samsung Galaxy S6 di Kota Malang)

Abstract

This study aims to examine and analyze the Influence of Price Perception and Product Quality to Consumer Buying Interest of Samsung Galaxy S6 in Malang, and in this study used the Partial Test. This type of research is explanatory research that explains the causal relationship between the variables through hypothesis testing.

In this study used a sample of 200 respondents. The sampling used purposive sampling technique. To determine the magnitude of the relationship and the influence of independent variables to dependent variable were used Multiple Linear Regression Analysis Model, while to examine the hypothesis was using t test.

Based on statistical data analysis, all indicators in this study declared valid and all variables are reliable. In the classical assumption test, regression model was declared to comply with linearity test, free multicollinearity, does not occur heteroscedasticity, and normally distributed. Based on the result of the calcu lation Multiple Linear Regression Analysis, obtained the regression equation (Y = 0,305 X1

+ 0,532 X2 + e) and show that the coefficient of determination (adjusted R2) of 0,55.

It means that the variable Consumer Buying Interest of Samsung Galaxy S6 described

of 55% by Price Perception and Product Quality variables. The partial test results show that Price Perception variable significantly influence Consumer Buying Interest and Product Quality variable significantly influence Consumer Buying Interest.

Keywords :Price Perception, Product Quality, and Consumer Buying Interest