ANALISIS PENGARUH PRICE SERTA PERCEIVED QUALITY DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION MELALUI ATTITUDE PADA KONSUMEN SABUN CUCI PIRING MEREK SUNLIGHT DI KOTA SAMARINDA --

ABSTRAK
ANALISIS PENGARUH PRICE SERTA PERCEIVED QUALITY DAN PERCEIVED
VALUE TERHADAP PURCHASE DECISION MELALUI ATTITUDE PADA
KONSUMEN SABUN CUCI PIRING MEREK DI KOTA SAMARINDA
MUHAMMAD IBRAHIM
Penelitian ini bertujuan untuk menganalisa Pengaruh Price Serta Perceived
Quality Dan Perceved Value Terhadap Purchase Decision Melalui Attitude Pada
Konsumen Sabun Cuci Piring Merek Sunlight Di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah
dengan software SPSS Statistic 23 dan Structural Equation Modelling (SEM) dengan
software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini berjumlah 144
sampel yang diambil dari Konsumen Sabun Cuci Piring Merek Sunlight di Kota
Samarinda. Dalam penelitian ini dilakukan uji instrument yang terdiri dari uji validitas
dan uji reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa price, perceived quality,
dan perceived value berpengaruh signifikan terhadap attitude, price, perceived quality,
dan perceived value berpengaruh tidak signifikan terhadap purchase decision, pada
konsumen sabun cuci piring merek sunlight di kota samarinda.
Kata Kunci: price, perceived quality, perceived value, attitude, purchase decision
ABSTRAK
ANALYSIS OF THE INFLUENCE OF PRICE AND PERCEIVED QUALITY AND
PERCEIVED VALUE ON PURCHASE DECISION THROUGH ATTITUDE ON
BRAND DISH WASHER SOAP CONSUMERS IN SAMARINDA CITY
MUHAMMAD IBRAHIM
This research aims to analyze the influence of price and perceived quality and
perceived value on purchase decisions through attitudes among consumers of
Sunlight brand dish soap in Samarinda City. This research uses a quantitative
approach using path analysis processed with SPSS Statistics 23 software and
Structural Equation Modeling (SEM) with IBM AMOS 23 software. The samples
used in this research were 144 samples taken from Sunlight Brand Dish Soap
Consumers in Samarinda City . In this research, instrument tests were carried out
consisting of validity and reliability tests, assumption tests using estimation tests
and structural model fit tests.
Based on the structural model, it can be proven that price, perceived quality and
perceived value have a significant effect on attitude, price, perceived quality and
perceived value have no significant effect on purchase decisions for consumers
of Sunlight brand dish soap in the city of Samarinda.
Keywords: price, perceived quality, perceived value, attitude, purchase decision