iv ABSTRAK
Putri Kusdana, 2022 : Analisis Pengaruh Harga, Kepercayaan Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Masker Sensi Secara Online Pada Masa Pandemi Covid-19 di Tanjungpinang Dosen Pembimbing : Hj. Iranita, SE., M.Si dan Dr. Dodi Dermawan,
SE., M.Ec
Hasil penelitian ini bertujuan untuk menganalisis Harga, Kepercayaan Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Masker Sensi Secara Online Pada Masa Pandemi Covid-19 di Tanjungpinang. Jenis penelitian ini adalah penelitian kuantitatif. Pengambilan sampel dengan teknik random sampling, maka jumlah sampel sebanyak 100 responden yang pernah membeli masker merek sensi secara Online dan populasi dalam penelitian ini yaitu seluruh masyarakat Tanjungpinang. Data dianalisis menggunakan analisis linier berganda, termasuk uji t, uji f, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa secara parsial variabel Harga (X1) berpengaruh negatif dan signifikan terhadap Keputusan Pembelian (Y) sedangkan variabel Kepercayaan merek (X2) dan Kualitas Produk (X3) secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y). Hasil uji F diperoleh nilai Fhitung 34,209 dengan nilai Ftabel 2,70 mengindentifikasikan bahwa variabel Harga (X1), Kepercayaan Merek (X2), dan Kualitas Produk (X3) secara serempak berpengaruh signifikan terhadap Keputusan Pembelian (Y). Berdasarkan uji koefisien determinasi, sekitar 50,2%
variabel Keputusan pembelian dipengaruhi oleh variabel Harga, Kepercayaan Merek dan Kualitas Produk. Sisanya 48,3% dipengaruhi oleh faktor lainnya yang tidak dijelaskan dalam penelitian ini.
Kata Kunci : Harga, Kepercayaan Merek, Kualitas Produk, Keputusan Pembelian.
v ABSTRACT
Putri Kusdana, 2022 : Analysis of the Influence of Price, Brand Trust, and Product Quality on the Decision to Purchase Sensi Masks Online During the Covid-19 Pandemic in Tanjungpinang
Advisory Lecturer : Hj. Iranita, SE., M.Si and Dr Dodi Dermawan, SE., M.Ec
The results of this study aim to analyze Price, Brand Trust, and Product Quality on the Decision to Purchase Sensi Masks Online During the Covid-19 Pandemic in Tanjungpinang. This type of research is quantitative research. Sampling was taken using random sampling technique, so the total sample was 100 respondents who had bought Sensi brand masks online and the population in this study were all Tanjungpinang people. Data were analyzed using multiple linear analysis, including t test, f test, and coefficient of determination. The results of this study indicate that partially the price variable (X1) has a negative and insignificant effect on purchasing decisions (Y) while the brand trust (X2) and product quality (X3) variables partially have a positive and significant effect on purchasing decisions (Y). The results of the F test obtained an Fcount of 34.209 with a Ftable value of ¬2.70 indicating that the variables Price (X1), Brand Trust (X2), and Product Quality (X3) simultaneously have a significant effect on Purchase Decision (Y). Based on the test of the coefficient of determination, around 50.2%
of the variable Purchase decisions are influenced by the variables Price, Brand Trust and Product Quality. The remaining 48.3% is influenced by other factors not explained in this study.
Keyword : Price, Brand Trust, Product Quality, Purchase Decision.
