Fedriansyah, Fedriansyah (2025) PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI ANS CELLULER LURAGUNG KUNINGAN. S1 / D3 thesis, Universitas Kuningan.

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Abstract

Tujuan penelitian ini yaitu untuk mengetahui pengaruh kualitas pelayanan, persepsi harga dan kelengkapan produk terhadap keputusan pembelian smartphone di ANS cellular Luragung Kuningan. Jenis penelitian ini yaitu penelitian deskriptif kuantitatif. Populasi penelitian ini adalah konsumen yang membeli produk smartphone di ANS Celullar Luragung Kuningan, dengan jumlah sampel sebanyak 170 responden yang diperoleh melalui teknik purposive sampling. Teknik pengumpulan data menggunakan kuisioner dengan skala interval 1-10. Analisis data menggunakan analisis regresi berganda dengan bantuan program IBM SPSS 27. Hasil dari penelitian ini menunjukan bahwa kualitas pelayanan, persepsi harga dan kelengkapan produk secara simultan berpengaruh signifikan terhadap keputusan pembelian. Kualitas pelayanan secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, kelengkapan produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian.

The purpose of this study was to determine the influence of service quality, price perception, and product completeness on smartphone purchasing decisions at ANS Cellular Luragung Kuningan. This research is a quantitative descriptive study. The population was consumers who purchased smartphones at ANS Cellular Luragung Kuningan, with a sample of 170 respondents obtained through purposive sampling. The data collection technique used a questionnaire with an interval scale of 1-10. Data analysis used multiple regression analysis with the help of IBM SPSS 27. The results of this study indicate that service quality, price perception, and product completeness simultaneously have a significant influence on purchasing decisions. Service quality partially has a positive and significant influence on purchasing decisions, price perception partially has a positive and significant influence on purchasing decisions, and product completeness partially has a positive and significant influence on purchasing decisions.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kualitas Pelayanan, Persepsi Harga, Kelengkapan Produk, Keputusan Pembelian. Service Quality, Price Perception, Product Completeness, Purchasing Decisions.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Fedriansyah Fedriansyah
Date Deposited: 18 Jun 2026 02:01
Last Modified: 18 Jun 2026 02:01
URI: https://rama.uniku.ac.id/id/eprint/5157

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