PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (STUDI KASUS MAHASISWA FAKULTAS EKONOMJ UNIVERSITAS SRIWIJAYA INDERALAYA)

ASMARANI, YANI and Eka, Dian and Rosa, Aslamia (2013) PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (STUDI KASUS MAHASISWA FAKULTAS EKONOMJ UNIVERSITAS SRIWIJAYA INDERALAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui pengaruh atribut produk terhadap keputusan pembelian handphone blackberry oleh mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya dan 2) mengetahui variabel yang paling dominan berpengaruh dalam keputusan pembelian mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya dalam membeli handphone blackberry. Metode yang digunakan dalam riset ini adalah non probability sampling, yaitu sampling incidental. Dari populasi yang ada, diambil 100 responden. Metode analisis data dilakukan dengan metode regresi linear berganda menggunakan program SPSS. Hasil penelitian menunjukkan bahwa secara keseluruhan, atribut produk berpengaruh terhadap keputusan pembelian. Berdasarkan hasil penelitian terhadap empat variabel atribut produk yaitu fitur, desain, kualitas, dan kemasan diketahui bahwa semua variabel atribut produk berpengaruh secara statistik. Dalam penelitian ini diperoleh model regresi yaitu Y = 0.782 + 0.174 Xj + 0.215 X2 + 0.209 X3 + 0.239 X,. Kata Kunci: atribut produk, keputusan pembelian.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: atribut produk, keputusan pembelian
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: 27 Apr 2021 07:15
Last Modified: 27 Apr 2021 07:15
URI: http://repository.unsri.ac.id/id/eprint/45983

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