PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ANDROID MEREK SAMSUNG (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS INDERALAYA)

NAZIR, ALI and Nazaruddin, Akhmad and Nailis, Welly (2014) PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ANDROID MEREK SAMSUNG (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS INDERALAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh variabel merek (Xi),kualitas (X2), fitur (X3), gaya dan desain (X4), serta harga (Xs) terhadap keputusan pembelian smartphone android merek Samsung dan untuk mengetahui variabel yang paling dominan berpengaruh pada keputusan pembelian oleh mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Inderalaya. Penelitian ini menggunakan data primer yang diperoleh melalui hasil kuesioner yang disebarkan kepada 90 responden. Teknik analisis yang digunakan adalah analisis regresi linear berganda, uji F, dan uji t. Hasil penelitian pada uji F menunjukkan nilai signifikan 0,000 yang artinya ada pengaruh secara simultan antara variabel atribut produk dan harga terhadap keputusan pembelian konsumen dan variabel yang paling besar pengaruhnya terhadap pembelian konsumen adalah variabel merek (Xi) dengan koefisien sebesar 0,614. Kata kunci : Atribut Produk, Harga, Keputusan Pembelian, Smartphone Android Samsung

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Atribut Produk, Harga, Keputusan Pembelian, Smartphone Android Samsung
Subjects: H Social Sciences > HF Commerce > HF1014 Balance of trade
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mrs. Elly Suryani
Date Deposited: 10 May 2021 05:27
Last Modified: 10 May 2021 05:27
URI: http://repository.unsri.ac.id/id/eprint/46350

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