Adinda Anastasia Trianita, Tukirin Tukirin

Pengaruh Harga, Kualitas Produk Dan Endorsement Terhadap Keputusan Pembelian Pada PT. Ailive

Introduction

Pengaruh harga, kualitas produk dan endorsement terhadap keputusan pembelian pada pt. Ailive. Studi kuantitatif ini menganalisis pengaruh harga, kualitas produk, dan endorsement terhadap keputusan pembelian di PT. Ailive. Dapatkan insight dampak signifikan faktor-faktor ini.

Abstract

Dalam penelitian ini digunakan metode kuantitatif dengan perolehan data menggunakan survei dan tingkat eksplanasi rumusan masalah dilakukan dengan asosiatif klausal. Variabel yang diteliti adalah pengaruh harga, kualitas produk dan endorsement sebagai variabel bebas dan keputusan pembelian adalah variabel terikat. Populasi penelitian ini adalah pembeli pada produk PT. Ailive. Jumlah 100 responden, dan pemilihan sampel secara insidental. Pengumpulan data dalam penelitian ini dilakukan dengan mengirimkan kuesioner link pada nomor masing-masing customer produk PT. Ailive pada bulan Mei 2024. Tehnik pengolahan data dan analisis data yang digunakan adalah uji validitas dan reliabilitas, analisis regresi linier berganda dilengkapi dengan uji asumsi klasik, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji autokorelasi, analisis koefisien determinasi berganda, dan uji hipotesis. Hasil penelitian menunjukkan variabel harga, kualitas produk, dan endorsement secara parsial dan simultan berpengaruh signifikan terhadap keputusan pembelian.

Review

The study "Pengaruh Harga, Kualitas Produk Dan Endorsement Terhadap Keputusan Pembelian Pada PT. Ailive" addresses a pertinent topic in marketing, investigating the factors that drive consumer purchasing decisions. Specifically, it aims to quantify the impact of price, product quality, and endorsement on the buying behavior of customers of PT. Ailive. The research adopts a quantitative approach, utilizing survey data to establish causal associative relationships between these critical marketing elements and consumer choice, a valuable endeavor for any business seeking to optimize its marketing strategies. Methodologically, the paper outlines a clear and structured quantitative design. It correctly identifies price, product quality, and endorsement as independent variables, with purchasing decisions as the dependent variable. The abstract details a robust analytical framework, encompassing validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroskedasticity, autocorrelation), and multiple linear regression analysis, supported by coefficient of determination and hypothesis testing. The use of 100 respondents, sampled incidentally from PT. Ailive's customer base via online questionnaires in May 2024, demonstrates a direct effort to gather relevant data for the specific company under investigation. The reported findings, indicating a significant influence of price, product quality, and endorsement on purchasing decisions both partially and simultaneously, provide actionable insights for PT. Ailive. While the clear methodology and direct relevance are commendable, some aspects warrant consideration. The incidental sampling method, though practical, may limit the generalizability of the findings beyond the specific respondents. Further, a sample size of 100, while adequate for basic regression, might benefit from expansion to enhance statistical power and representativeness. Future research could explore the relative strength of each variable, investigate mediating or moderating factors, or consider longitudinal data to capture evolving consumer behaviors, thereby enriching the understanding of purchasing decisions in this context.

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