Pengaruh Desain Grafis, Kualitas Produk, dan Harga Terhadap Minat Beli Suvenir JTIK pada Mahasiswa Jurusan Teknik Informatika dan Komputer Universitas Negeri Makassar

Abstrak

This study aims to determine the effect of graphic design, product quality, and price on buying interest in JTIK souvenirs for students of the Department of Informatics and Computer Engineering, Makassar State University. This type of research is a correlational study. The population in this study were JTIK students at Makassar State University. The sampling technique used was proportionate stratified random sampling with 100 respondents. Data collection was done by distributing questionnaires and statistically processed with the help of SPSS. The analysis method used is multiple linear regression analysis, using hypothesis testing, namely the F test, t test, and determination coefficient test. The results of multiple linear regression analysis obtained the following equation Y = 0.983 + 0.274 X 1 + 0.141 X2 + 0.488 X3 + e which means that the variables of graphic design, product quality, and price have a positive effect on buying interest in JTIK souvenirs. The test results of the coefficient of determination (R Square) of 0.609 which shows that graphic design, product quality, and price have an effect of 60.9% on buying interest. The simultaneous test results show that the graphic design, product quality, and price variables together have a significant effect on buying interest as evidenced by the calculated F value of 49.800 which is greater than the F table value (2.70).  Partial test results show that the graphic design variable has a t value of 2.607 which is greater than the t table (1.984984) which means that graphic design has a positive and significant effect on buying interest. The partial test results on the product quality variable show that the product quality has a t value of 1.008 which is smaller than the t table (1.984984), which means that the product quality variable has a positive but insignificant effect on buying interest. The partial test results on the price variable show that the price variable has a t value of 5.021 which is greater than the t table (1.984984), which means that the price variable has a positive and significant effect on buying interest.