PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PONSEL PINTAR SAMSUNG DI PALEMBANG (STUDI KASUS KOMUNITAS ANDROID PALEMBANG)

PERDANA, M SAPUTRA and Eka, Dian and Rosa, Aslamia (2013) PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PONSEL PINTAR SAMSUNG DI PALEMBANG (STUDI KASUS KOMUNITAS ANDROID PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui pengaruh atribut produk ponsel pintar Samsung terhadap keputusan pembelian dan 2) mengetahui variabel atribut produk yang paling dominan berpengaruh terhadap keputusan pembelian ponsel pintar Samsung. Metode yang digunakan dalam riset ini adalah non probability sampling, yaitu snowball sampling. Dari populasi yang ada, diambil 80 responden. Metode analisis data dilakukan dengan metode regresi linier berganda dengan menggunakan program SPSS. Hasil penelitian ini menunjukkan bahwa semua variabel atribut produk yaitu kualitas produk, fitur produk, dan rancangan produk berpengaruh terhadap keputusan pembelian konsumen dan yang paling dominan adalah variabel kualitas produk. Dalam penelitian ini diperoleh model regresi yaitu Y = 0.504 + 0.420 X, + 0.258 X2+ 0.221 X3. Kata Kunci: Atribut produk, keputusan pembelian

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Atribut produk, keputusan pembelian
Subjects: H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mrs. Elly Suryani
Date Deposited: 26 Apr 2021 22:55
Last Modified: 26 Apr 2021 22:55
URI: http://repository.unsri.ac.id/id/eprint/45931

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