Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Produk Kosmetik Merek Pond’s di Ratu Swalayan Malang

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SURAT PERNYATAAN

Yang bertanda tangan di bawah ini

Nama : Rina Shoimatul Munfarida Nim : 03220006

Alamat : Jl. AR. Hakim Rt/Rw: 04/01 No. 231 Ngraho- Bojonegoro

62165.

Menyatakan bahwa “Skripsi” yang saya buat untuk memenuhi persyaratan kelulusan pada Jurusan Manajemen Fakultas Ekonomi Universitas Islam Negeri (UIN) Malang, dengan judul :

PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MEREK POND’S DI RATU SWALAYAN, MALANG

Adalah hasil karya saya sendiri, bukan “duplikasi” dari karya orang lain.

Selanjutnya apabila di kemudian hari ada “klaim” dari pihak lain, bukan menjadi tanggung jawab Dosen Pembimbing dan atau pihak Fakultas Ekonomi, tetapi menjadi tanggung jawab saya sendiri.

Demikian surat pernyataan ini saya buat denagn sebenarnya dan tanpa paksaan dari siapapun.

Malang, 18 September 2007 Hormat saya,

Rina Shoimatul Munfarida Nim : 03220006

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ii ABSTRACT

Munfarida, Rina Shoimatul. 2007. THESIS. Title: “Price Effect, Product Quality to decision of buying Cosmetic Product “Pond’s” at Ratu Supermarket, Malang”.

Adviser : Irmayanti Hasan, ST., MM

Key Words : Price, Product Quality and Decision of Buying

A company cannot avoid competition. It is caused that in market there are some similar company by the same market target. This is different from cosmetic product that is generally sold in modern market, from the beginning, Pond’s chooses direct selling concept. This direct selling trick becomes Pond’ surplus in getting many consumers. In addition, to meet the customer satisfaction, in both price and product quality is still continuously done by management to achieve the shot consumer target. To have a tactic of competition and satisfy consumer from the price and the product quality, pond’s creates standard price and good quality.

So, researcher wants to know how about the effect of price and product quality to buying decision, and which variable is more dominant.

In this research, the researcher uses quantitative approach, the sample used is by Malholtra and Accidental Sampling formula to the consumers who have bought cosmetic product “Pond’s” at Ratu Supermarket, Malang, they are 90 respondents, for measurement scale uses Likert Scale, an analysis tool used is multiple linier regression and classic assumption test. To test hypothesis uses F Test (Simultaneous Test) and t test (partial test).

From the analysis result says that price variable, and product quality have significant effect to buying decision which is proven by the amount of accounting F > Table F (32,284>2,76) by the probability value (0,000)<0,05. This shows that there is simultaneously significant effect from price variable and product quality to buying decision. While, partially, it says that price variable (X1) has accounting t value as 2,503. This value is bigger than table t (2,503>1,645), and its variable significance (X1) as 0,014 is smaller than 0,05. This result shows that product variable influences significantly to the buying decision. While product quality variable (X2) has accounting t value as 6,925. This value is bigger than table t (6,925.1.645), and variable significance (X2) as 0.000 is smaller than 0.05. Thus, the testing shows that product quality variable is significantly influential to the buying decision.

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Model R R Square Adjusted R

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Estimate Durbin-Watson

1 .653(a) .426 .413 1.639 1.669

a Predictors: (Constant), Kualitas produk, Harga b Dependent Variable: Keputusan pembelian

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Std. Deviation 1.62040130

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Positive .117

Negative -.136

Kolmogorov-Smirnov Z 1.291

Asymp. Sig. (2-tailed) .071

a Test distribution is Normal.

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