Pengaruh Harga dan Kualitas Produk terhadap Keputusan Konsumen Membeli Sepatu Merk The Little Things She Needs (studi pada toko The Little Things Boutique Medan)

Abstract

In making a purchase, many consumers did a lot of consideration. Among them are the consideration of the price and quality of products they will buy. They are often indicated that the more better a quality of the product is the more expensive the price offered. With a variety of polemics like that most of the business unit should think about how the efforts so that consumers don't hesitate to purchase products that we have to offer. The purpose of this research are, (1) to determine the responses of the respondents about the price of shoes at The Little Things Boutique store, (2) to determine the responses of the respondents about the quality of the products at The Little Things Boutique store; and (3) to find out how big the influence of price and quality of the product to the consumer's decision who buying shoes at The Little Things Boutique store. The methods used in this research is descriptive research methods with 60 peoples as the sample and the most of them are consumers who coming to The Little Things Boutique Medan, and using multiple linear regression analysis to determine the level of the relationship of each variables and coefficient determination analysis to find out how big the influence. To facilitate the processing of data, the authors use the software SPSS version 17.0 for windows. The results of this research stated that the price and the quality of the product has a strong and positive relationship towards purchasing decision by the calculation of coefficient correlation of the multiple linier regression Y = 0,193 22,476 0,282 whereas the influence of the purchasing decisions is 10.7% as measured using a formula of the coefficient of determination. The calculation result of hypothesis is t-count is bigger than t-table (1,716>1,672) stated that Ho is rejected (X 1) and there was significant influence between the price of purchasing decisions and has the positive relationships. Whereas, the result of hypothesis (X2) is t-count is bigger than t-table (2,261>1,672) stated that Ho is rejected and there was significant influence between quality of the product of purchasing decision. At least, the more better price and quality of the product given, the purchasing decision will be higher.