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PERBANDINGAN PERSEPSI KONSUMEN DAN MANAJEMEN MENGENAI PENGARUH KUALITAS PRODUK, HARGA, KUALITAS LAYANAN, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN AKSESORIS GAWAI MENGGUNAKAN ANALISIS REGRESI LINEAR BERGANDA DAN METODE AHP (STUDI KASUS: DAZZLE
In winning business competition, consumer purchasing decisions can be used as a competitive advantage for the company. Purchase decision is an important element or aspect of consumer behavior to determine whether to buy a product or not. Product quality, price, service quality, and social media promotion can be a good weapon to win from existing competitors or competitors. This study aims to test the hypothesis of the influence of product quality, price, service quality, and social media promotion on purchasing decisions for gadget accessories at Dazzle Yogyakarta and compare which variables are more important in terms of consumer perceptions and Dazzle Yogyakarta management using Multiple Linear Regression analysis. and the AHP method. The population in this study were users of gadget accessories in Yogyakarta. While the sample in this study were consumers who had purchased gadget accessories at Dazzle Yogyakarta directly at least once. The sampling technique used was a purposive sampling method with a total sample of 210 respondents. The results show that: 1) partially there is a positive but not significant effect on product quality on purchasing decisions. Partially there is a positive and significant effect of price on purchasing decisions. Partially there is a positive and significant effect of service quality on purchasing decisions. Partially there is a positive and significant effect of social media promotion on purchasing. Meanwhile, product quality, price, service quality, and social media promotion simultaneously affect the decision to purchase gadget accessories at Dazzle Yogyakarta. 2) Judging from the management's perception which states that the order of importance that influences the decision to purchase gadget accessories at Dazzle Yogyakarta is social media promotion 30%, price 28%, product quality 26%, and the last is service quality 15%. 3) The results of the study indicate that there are differences in the level of importance. Judging from consumer perceptions, it is stated that the order of importance that influences the decision to purchase gadget accessories at Dazzle Yogyakarta is price, social media promotion, service quality and lastly, product quality. Meanwhile, the management's perception is social media promotion, price, product quality, and finally service quality.
FAKULTAS SAINS DAN TEKNOLOGI, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 18106060031 Rafika Ulfa Mutmainnah
PERBANDINGAN PERSEPSI KONSUMEN DAN MANAJEMEN MENGENAI PENGARUH KUALITAS PRODUK, HARGA, KUALITAS LAYANAN, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN AKSESORIS GAWAI MENGGUNAKAN ANALISIS REGRESI LINEAR BERGANDA DAN METODE AHP (STUDI KASUS: DAZZLE (Text)
PERBANDINGAN PERSEPSI KONSUMEN DAN MANAJEMEN MENGENAI PENGARUH KUALITAS PRODUK, HARGA, KUALITAS LAYANAN, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN AKSESORIS GAWAI MENGGUNAKAN ANALISIS REGRESI LINEAR BERGANDA DAN METODE AHP (STUDI KASUS: DAZZLE (Other)
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