Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Merek Samsung Di Kalangan Mahasiswa UMS

ABSTRACT The purpose of this study is to analyze the price against Samsung brand mobile phone purchase decisions among UMS and to analyze product quality on Samsung brand mobile phone purchase decisions among UMS. The study used the population of all consumers of buyers or users of Samsung Mobile among UMS and samples in this study consumer buyers or users of Samsung Mobile among UMS as many as 100 respondents. Based on the results of this study note that the results of the test t known price variables have a significant effect on purchasing decisions. Product quality variables a significant influence on purchasing decisions. The results of the F test together price variables (X1), and product quality (X2) affect together purchasing decisions. The result of determination coefficient analysis (R2) obtained adjusted R square (R2) obtained by 0,627, mean variation of variable of decision decision of purchasing can be explained by price variable (X1), and product quality (X2) have positive effect to purchasing decision equal to 62,8%. While the rest of 37.2% is explained by other variables outside the model. Keywords: Price, Product Quality Purchase Decision