Effect Of Price And Quality Products On The Decision To Purchase Products In Paris Sophie Lumajang
(Case Study On The Students STIE Widya Lumajang Gama)
Intan Cahyaning Diniya1, Zainul Hidayat2, Tri Palupi Robustin3 STIE Widya Gama Lumajang
Abstrack
The purpose of this research is to know the influence of the price and quality of the product against the product purchase decisions Sophie Paris in STIE Widya Gama Lumajang, either partially or simultaneous. This type of research is used descriptive with the associative approach is causal. This research was conducted with a number of respondents as many as 60 respondents. Sampling technique used was purposive sampling technique. Hypothesis testing is done by multiple linear regression test. through the program SPSS 16 for windows. Research results partially Showed price do not Affect the product purchase decisions Significantly to Sophie Paris in STIE Widya Gama Lumajang, while the quality of the product Significantly influential product purchase decisions against Sophie Paris in STIE Widya Gama Lumajang. And simultaneous price and product quality Significantly influential product purchasing decision against Sophie Paris in STIE Widya Gama Lumajang. With a coefficient of determination (R Square) Obtained the value of 0365 Showed that 36.5% of prices can be explained by the quality of the product while remaining 63.5% of purchase decisions are influenced by other variables This note Examined in the research.
Keywords: price and quality products.
INTRODUCTION
Fashion world today shows a very rapid development, and today we are in a world trend where if we do not follow the current trends we will be considered outdated, old school or old-fashioned. For the many companies that began vying to increase sales significantly in order that the company still exists, moreover, the company should be more advanced by increasing the volume or the number of sales of a product offered. In addition the company also must be able to compete how to create an innovation that makes consumers feel interested in these products.
Priceis the core or key marketing tool in use the organization to achieve its marketing objectives.
This is something that is high in impact, is often a major factor in the decision-making buyers in the overall sector(Kotler & Lee, 2007: 80), The indicator variable price according to Kotler and Keller (2009: 24) are: (1) Affordability The price, (2) Price Match Quality, (3) Price Under Benefits.
Product qualitya level of ability of a brand or a particular product that indicates the size of the lasting longevity of the product, the product can be believed, the accuracy (precision) product, easy
Performance (performance), (2) Featur, (3) Reliability, (4) Compliance with specifications, (5) Durability (Durability), (6) the ability of services, (7) The beauty of the product, (8 ), perceived quality.
Buying decisiona decision (decision) which involves a choice between two or more an alternative action or behavior(Setyadi 2008: 8), The indicators of the variable purchase decision according to Kotler and Keller (2009: 184), namely: (1) Introduction of the problem, (2) search for information, (3) Evaluation of alternatives, (4) The decision of purchase, (5) Conduct post-purchase.
Sophie Parisis an online to offline social shopping platform offering exclusive product design French. Where Sophie products offer several kinds of goods such as handbags, fashion accessories, cosmetics, and others.
From some previous research on price and quality on purchasing decisions undertaken by(Melisa, 2012)entitled "The Influence of Marketing Mix Retail Consumer Buying Decision Against Mega Birthday Prima Supermarkets Payakumbuh". This study uses structural equation modeling (SEM), the results show thatproduct quality and price has an influence on purchasing decisions.
METHODS
This type of research including quantitative research by looking for a causal relationship. The causal relationship is a relationship that is both cause and effect. So here are the independent variables and the dependent variable (Sugiyono, 2015: 62). In this study population used consumer products is Sophie Paris on Widya Gama STIE student in Lumajang, which in aggregate 1,395 sophomores. The sample used in this study used a non-probability sampling with a sample using purposive sampling method. Non-probability sampling is sampling technique that does not give an opportunity or equal opportunity for each element or member of the population to be chosen into the sample (Sugiyono, 2017: 142). As for purposive sampling sampling technique with a certain consideration. The sampling technique with certain criteria. Criteria respondents:
a. Respondents are consumer products Sophie Paris
b. STIE student respondents came from Lumajang half Widya Gama 1-8
RESULTS AND DISCUSSION
Table 1 Summary of Test Result Validity
No. questionnaires rhitung rtabel significance Ket.
1. Price - Price of 1 - Price 2 - Price 3
.783 0.895
.863
0.254 0.254 0.254
0,000 0,000 0,000
valid valid valid 2. Product quality
- Quality Products 1 - Quality Products 2 - 3 Product Quality - 4 Product Quality - 5 Product Quality - Quality Products 6 - Product Quality 7 - Product quality 8
.749 0.775 0,656 .566 0,550 0.534 0.503 0.529
0.254 0.254 0.254 0.254 0.254 0.254 0.254 0.254
0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000
valid valid valid valid valid valid valid valid
3. Buying decision - Purchase Decision 1 - Purchase Decision 2 - 3 Purchase Decision - Purchase Decision 4 - Purchase Decision 5
.809 .846 .674 0.633
.674
0.254 0.254 0.254 0.254 0.254
0,000 0,000 0,000 0,000 0,000
valid valid valid valid valid
Source: Questionnaire Results Data management with SPSS 16, 2019
From the table above it can be seen the magnitude of the correlation coefficient of whole grains statements consisting of each of the three (3) point statement for a variable price, 8 (eight) point statement to the variable quality of the product, five (5) point statement on the decision variables.
From the calculation of the correlation coefficient, r count entirely has a value greater than r table (0.254). Thus the whole point statement that declared invalid. The conclusion is that there is the whole point statement on the instrument may be eligible as a research instrument because it can collect data or information needed.
Table 2 Summary of Results of Testing Reliability
variables Koeisien
Cronbach's Alpha
interval
Reliability Information
Price 0.805 0.6 reliable
Product quality 0.763 0.6 reliable
Buying decision .780 0.6 reliable
Data Sources: Questionnaire Results Data management with SPSS 16, 2019
Recapitulation reliability testing showed Cronbach's alpha reliability coefficient for the variable price of 0.805, 0.763 variables for Product Quality, and Purchase Decision variable of 0.780. So it can be concluded that the questionnaires used to measure variables price, product quality, and purchase decisions is reliable, so that the questionnaire used is a reliable questionnaire because it can give different results if the measurements were taken back to the same subject at different times.
Tabel 2. Summary of Results of Testing Multicolinearity
variables tolerance VIF Information
Price 0.998 1,002 free Multicolinearity
Product quality 0.998 1,002 free Multicolinearity Data source: Questionnaire Results Data Processing with SPSS 16, 2019
The test results showed that all of the variables used as predictors of the regression models indicate if the value of Variance Inflation Factor (VIF) is not more than 10 and the value of Tolerance is not less than 0.1 then the model can be said to be free from multicollinearity, the higher VIF, the lower the Tolerance.
Table 3. Test Results T
Coefficientsa
Model
Coefficients unstandardized
standardized Coefficients
T Sig.
collinearity Statistics
B Std. Error beta tolerance VIF
1 (Constant) 2.902 3.338 .869 .388
Total price -.006 .162 -.004 -.036 .972 .998 1,002
Total Quality
Products .584 .102 .605 5,725 .000 .998 1,002
a. Dependent Variable: Total Purchase Decision
Sumber Data: Questionnaire Results Data Processing 16 (2019)
To test Fthere is a positive relationship between the variables affect the price and quality of products simultaneously in realizing the purchasing decisions in STIE Widya Gama Lumajang.
Table 4. Results of Test F
ANOVAb
Model Sum of Squares df mean Square F Sig.
1 Regression 219 345 2 109 672 16,408 .000a
residual 380 989 57 6684
Total 600 333 59
a. Predictors: (Constant), Total Quality Products, Total Price
Source: Questionnaire Processing With SPSS 16, 2019.
As for the multiple linear regression equation is:
Y = 2.902 to 0.006 X1 + 0.584 X2 + e
From the multiple linear regression equation above, Price coefficient (X1) of-0.006 (Indicating no relationship opposite) states that any decrease of 1 (one) variable will raise the price of the purchase decision (Y) of -0.006 and conversely every increase of 1 (one) variable will lower prices by purchasing decisions -0.006, Assuming a constant independent variable or fixed.
Variable coefficient product quality (X2) as big as .584 (Show unidirectional relationship) states that each increase of 1 (one) variable product quality will raise the purchasing decisions of .584 and conversely any decrease of 1 (one) variable product quality will lower the purchasing decisions of .584, Assuming a constant independent variable or fixed.
Table 5. Test Results Coefficient of Determination
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .604a .365 .343 2.58535
a. Predictors: (Constant), Total Quality Products, Total Price b. Dependent Variable: Total Purchase Decision
Source: Questionnaire Processing With SPSS 16, 2019.
From the calculation degan using SPSS version 16, it can be seen that the coefficient of determination (R2) obtained at 0.604. This means that 60.4% of purchase decisions can be explained by the independent variables are the price and quality of products, while the remaining 39.6% of purchase decisions are influenced by other variables not examined in this study is the promotion, location, service, variety products, as well as the perception of risk that may occur when making purchasing decisions.
CONCLUSION
Partial results showed no significant effect on the price of the product purchase decisions Sophie Paris in STIE Widya Gama Lumajang, while the product quality significantly influence the purchasing decisions of products Sophie Paris in STIE Widya Gama Lumajang. And simultaneously the price and quality of productssignificant influence on purchasing decisions Sophie Paris products in STIE Widya Gama Lumajang, With a coefficient of determination (R Square) obtained a value of 0.365 indicating that 36.5% price can be explained by the quality of the product while the remaining 63.5%purchasing decisions are influenced by other variables not examined in this study.
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