Yuli Evitha, Dwi Putri Amalliah

Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Ac Daikin Pt. Mitra Indo Teknik

Introduction

Pengaruh kualitas produk dan harga terhadap keputusan pembelian ac daikin pt. Mitra indo teknik. Teliti pengaruh kualitas produk & harga terhadap keputusan pembelian AC Daikin di Pt. Mitra Indo Teknik. Kualitas produk & harga terbukti positif & signifikan memengaruhi keputusan beli.

Abstract

In the air conditioning industry, business face intense competition in terms of both pricing and product quality. The sales instability observed at Pt. Mitra Indo Teknik indicates underlying issues influencing purchasing decisions. This research aims to analyze the extent to which product quality and price influence the purchasing decisions of Daikin air conditioners at Pt. Mitra Indo Teknik. This research adopts a quantitative approach. The population consist of all customer of Pt. Mitra indo Teknik who have purchased Daikin air conditioners. The result reveal a positive and significant influence of product quality on purchasing decisions, with a calculated tvalue of 10.897 ttable value of 1.980 and a significance value of 0.000 < 0.05 likewise, price has a positive and significant influence on purchasing decisions, with a calculated t-value of 2.831 > t-table value of 1.980 and a significance value of 0.005 < 0.05. Simultaneously, product quality and price have a positive and significant influence on purchasing decisions, as indicated by an F-test value of 73.109 > F-table value of 3.07 and a significance level of 0.000 < 0.05. The Combined contribution of product quality and price to purchasing decisions is 53.9%, while the remaining 46.1% is influenced by other variables not examined in this research.

Review

This study, "Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Ac Daikin Pt. Mitra Indo Teknik," addresses a highly relevant issue within the competitive air conditioning industry, specifically focusing on sales instability at Pt. Mitra Indo Teknik. The research clearly articulates its objective: to quantitatively assess the impact of product quality and price on Daikin AC purchasing decisions. By employing a quantitative approach and targeting actual customers who have purchased Daikin air conditioners, the methodology appears sound for addressing the stated research question within its defined scope, offering direct insights for the company under study. The findings presented are robust and statistically significant, indicating a clear influence of both product quality and price on purchasing decisions. Product quality shows a particularly strong positive and significant effect (t=10.897, p<0.05), while price also demonstrates a positive and significant influence (t=2.831, p<0.05). Furthermore, the simultaneous analysis confirms that both variables combined significantly impact purchasing decisions (F=73.109, p<0.05). These results are valuable, confirming fundamental marketing principles within a specific market context and providing empirical evidence that these two factors collectively account for 53.9% of the variation in purchasing decisions. While the study effectively identifies the significant roles of product quality and price, the abstract also highlights that 46.1% of purchasing decisions are influenced by other variables not examined. This presents both a limitation and a clear avenue for future research. Variables such as brand image, customer service, after-sales support, promotional activities, distribution channels, or even economic factors could potentially explain the remaining variance. Therefore, while providing actionable insights for Pt. Mitra Indo Teknik regarding product quality and pricing strategies, the study could be further enriched by exploring these additional contributing factors to offer a more holistic understanding of consumer purchasing behavior in this specific market.

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