PENGARUH QUALITY PRODUCT, PROMOTION, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN ULANG INTERNET PRABAYAR TELKOMSEL DI SURABAYA

  • MUSTIKA ENGGIT PAMARDI
DOI: https://doi.org/10.26740/jptn.v7n3.p%25p

Abstract

ABSTRAK

PENGARUH QUALITY PRODUCT, PROMOTION, DAN PERCEIVED VALUE, TERHADAP KEPUTUSAN PEMBELIAN ULANG INTERNET PRABAYAR TELKOMSEL

DI SURABAYA

Nama : Mustika Enggit Pamardi

NIM : 15080324079

Program Studi : S-1 Pendidikan Tata Niaga

Jurusan : Pendidikan Ekonomi

Fakultas : Ekonomi

Nama Lembaga : Universitas Negeri Surabaya

Pembimbing : Drs. Tri Sudarwanto, S.pd., M.SM

Di era global, komunikasi semakin dipermudah melalui perkembangan internet yang menyebabkan tingginya pengguna internet di Indonesia. Hal ini ditandai dengan adanya peningkatan jumlah pengguna internet disetiap tahun sehingga meningkatkan persaingan penyedia jasa internet di Indonesia. Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh Quality Product, Promotion, dan Perceived Value terhadap Keputusan Pembelian Ulang Internet Prabayar Telkomsel Di Surabaya.

Jenis penelitian ini adalah penelitian kuantitatif. Populasi pada penelitian ini adalah masyarakat yang tinggal di Surabaya dan merupakan pengguna Telkomsel. Pengambilan sampel menggunakan teknik purposive sampling dengan jumlah 200 responden. Digunakan kuisioner untuk teknik pengumpulan datanya. Sedangkan teknik analisis yang digunakan adalah teknik analisis regresi linier berganda dengan bantuan Aplikasi SPSS versi 21

Berdasarkan hasil uji t nilai signifikasi hasil dari analisis variabel Quality Product sebesar 0,000, Promotion 0,034 dan Perceived Value 0.819 yang berarti dua variabel memiliki pengaruh secara parsial terhadap keputusan pembelian ulang karena memiliki nilai signifikansi dibawah 0,05 sedangkan variabel Perceived Value tidak memiliki pengaruh secara parsial terhadap keputusan pembelian ulang karena meliki nilai signifikansi diatas 0,05. Kemudian nilai adjusted R square sebesar 0,530 artinya 53% keputusuan membeli ulang dipengaruhi oleh Quality Product, Promotion, dan Perceived Value. Sedangkan 47% sisanya dipengaruhi oleh variabel bebas lain yang tidak diteliti dalam penelitian ini.

Kata Kunci: Quality Product, Promotion, Perceived value, Keputusan pembelian ulang


ABSTRACT

THE INFLUENCE OF QUALITY PRODUCT, PROMOTION, AND PERCEIVED VALUE, ON DECISIONS TO PURCHASE TELKOMSEL PRABAYAR INTERNET

IN SURABAYA

Name : Mustika Enggit Pamardi

SIN : 15080324079

Study Program : S-1 Pendidikan Tata Niaga

Major : Pendidikan Ekonomi

Faculty : Ekonomi

Name of Institution : Universitas Negeri Surabaya

Advisor : Drs. Tri Sudarwanto, S.Pd., M.SM

In the global era, communication is going to be easier through the technology of internet made a good developement internet in Indonesia. It is signed by the increase of internet users each year which made high competition between internet service provider in Indonesia. This study aims to explain and analyze the effect of Quality Product, Promotion, and Perceived Value to Repurchase Decision of Telkomsel Prepaid Internet in Surabaya.

This type of research is quantitative research. The population in this study is the people who live in Surabaya and are Telkomsel users. Sampling using a purposive sampling technique with a total of 200 respondents. Questionnaires are used for data use techniques. While the analysis technique used is multiple regression analysis techniques with the help of SPSS application version 21

Based on the t test results the significance value of the analysis of the Quality Product variable is 0,000, Promotion 0.034 and Perceived Value 0.819 which means that two variables have a partial influence on repurchase decisions because it has a significance value below 0.05 while the Perceived Value variable has no partial effect of repurchase decisions because they have a significance value above 0.05. Then the adjusted R square value of 0.530 means that 53% of repurchase decisions are influenced by Quality Product, Promotion, and Perceived Value. While the remaining 47% is influenced by other independent variables not examined in this study.

Keywords: Quality Product, Promotion, Repurchase Decision, Repurchase Decision







Published
2019-12-17
How to Cite
ENGGIT PAMARDI, M. (2019). PENGARUH QUALITY PRODUCT, PROMOTION, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN ULANG INTERNET PRABAYAR TELKOMSEL DI SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 7(3). https://doi.org/10.26740/jptn.v7n3.p%p
Issue
Vol 7 No 3 (2019)
Section
Articles

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