PENGARUH PROMOSI DAN HARGA JUAL SMARTPHONE MEREK OPPO F11 TERHADAP KEPUTUSAN PEMBELIAN

(STUDI KASUS PADA KONSUMEN SMARTPHONE OPPO F11 TOKO JELITA LAHAT)

Abstract

With the tittle effect of promotion and sell price of Oppo F11 smartphone on purchasing decisions (case study on the customer of Oppo F11 smartphone in the Jelita Lahat shop. This study aims to determine the effect of promotion on purchasing decisions, sell price of Oppo F11 smartphone on purchasing decisions, promotion and sell price of Oppo F11 smartphone on purchasing decisions in the Jelita Lahat shop. The sample in this study amounted to 78 respondents. The sampling technique uses the Accidental Sampling methode.

Regression equation Y = 4,372 + 0,574 X₁ + 0,325 X₂ + e. Based on statistical data analysis, indicators in the study are valid and reliable. The sequence individually from each the variable most affects is the variable promotion with a regression coefficient of 0,574 then the sell price variable with a regression coefficient of 0,325.

Obtained t_calculated the variable promotion (X₁) of 7,654 > 1,992 and the sell price variable (X₂) obtained of 3,505 > 1,992. This means that t_calculated is greater than t_table then H₀ rejected and H₁ accepted. Retrieved calculated F value of 50,845 > 3,12 so that it can be concluded that there are significant simultaneously (together) beetwen the promotion (X₁) and sell price (X₂) on purchasing decisions (Y).