Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Second Di Pajak Tpo Tanjung Balai

Abstract

Masyarakat tren saat ini cenderung tertarik membeli sepatu second untuk kebutuhan karena harganya terjangkau dan berkualitas. Namun, konsumen tidak hanya mencari harga murah, melainkan juga kesesuaian antara harga dan kualitas sepatu (bermerek) yang harganya lebih murah dari sepatu baru. Tujuan penelitan untuk mengetahui pengaruh harga dan kualitas produk terhadap keputusan pembelian sepatu second pada Pajak TPO Kota Tanjung Balai. Jenis penelitian kuantitatif dengan desain asosiatif. Populasi adalah konsumen yang berbelanja sepatu second tidak diketahui pasti dikarenakan keterbatas data. Jumlah sampell mengacu rumus Lemeshow berjumlah 97 orang dengan teknik purposivel sampling. Data bersumber dari data primer dan proses pengumpulan data menggunakan kuesioner berskala Likert. Data dianalisis menggunakan model statistik terdiri dari uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, uji t, uji F dan koefisien determinasi (R2). Hasil penelitian bahwa secara parsial terdapat pengaruh harga dan kualitas produk terhadap keputusan pembelian dengan masing-masing nilai thitung (2,854 dan 7,716) lebih besar ttabel (1,985) dan tingkat signifikansi (0,005 dan 0,000) lebih kecil dari 0,05. Diperoleh nilai Fhitung > Ftabel (58,319>3,090) dengan tingkat signifikansi (0,000 <0,05), Maka hipotesis diterima, secara simultan harga dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian. The current trend society tends to be interested in buying second-hand shoes for their needs because the prices are affordable and of good quality. However, consumers are not only looking for cheap prices, but also the suitability between the price and quality of shoes (branded) which are cheaper than new shoes. The purpose of the study was to determine the effect of price and product quality on purchasing decisions for second-hand shoes on the TPO Tax of Tanjung Balai City. The type of quantitative research with an associative design. The population is consumers who shop for second-hand shoes is not known for sure due to limited data. The number of samples refers to the Lemeshow formula of 97 people with a purposive sampling technique. The data comes from primary data and the data collection process uses a Likert-scale questionnaire. The data were analyzed using a statistical model consisting of validity tests, reliability, classical assumptions, multiple linear regression, t-test, F-test and coefficient of determination (R2). The results of the study that partially there is an influence of price and product quality on purchasing decisions with each t-count value (2.854 and 7.716) greater than t-table (1.985) and a significance level (0.005 and 0.000) less than 0.05. The F count value > F table (58.319>3.090) was obtained with a significance level (0.000 <0.05), so the hypothesis is accepted, simultaneously price and product quality have a significant influence on purchasing decisions.