PENGARUH KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG ( STUDI KASUS PADA PENGGUNA HANDPHONE SAMSUNG DI DESA MEKARMUKTI CIKARANG UTARA)

Abstract

The research aims to determine whether product quality and product innovation affect purchasing Samsung mobile phones in Mekarmukti Village. In this research, the research population refers to the purchase of Samsung mobile phones in Mekarmukti Village. The sample in this study used a probability sampling approach with a total of 120 respondents. Based on the results of the study, the following regression equation was obtained: Y = 9,751 + 0,413X1 + 0,424X2 + e. Based on statistical data analysis, the indicators in this study are valid, and the variables are reliable. The equation shows that Purchase Decision is influenced by Product Quality and Product Innovation. The conclusions drawn are: 1) Product quality has a positive effect on purchasing decisions by 59.9%. 2) Product Innovation has a positive effect on purchasing decisions by 56.6%. 3) Product Quality and Product Innovation have a positive effect on Purchase Decisions. 4) Coefficient of determination (R2 ) simultaneously equal to 0.649 shows that the magnitude of the influence of product quality and product innovation on purchasing decisions is 64.9, while other variables influence the rest.