PENGARUH KUALITAS PRODUK, HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (Studi Kasus Blackberry Center Veteran Padang)

Abstract

This research is purpose to find out whether the quality of product, price and advertising affect on consumer purchasing decisions tobuy in Blackberry handphone products and analyzing the most dominant factor ininfluencing consumer purchasing decisions on Blackberry handphones in Balckberry Center Veteran Padang.In thisresearch, the study population refers to the users handphone in the Blackberry Center Veteran city of Padang,amounting to 6467 people.Based on statistical data analysis, the product quality variables in this research are valid, the price variables and variables advertising in this research are invalid.In testing the assumption of classical, model-free regression multikolonierity and normally distributed.Order individually from each of the most influential variable is the variable product quality variable with regression coefficient of 0.362, then the price variable not affect with regression coefficient of -0.122.While the advertising variable not affect with regression coefficient of -0.032.The model equation has a calculated F value of 16.162 and a significance level of 0.000.Where F count is greater than F table.Blakberry needs to improve creativity in product quality, price and advertising on Blackberry handphones.To be able to compete with other brand phones.

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