PENGARUH ATRIBUT PRODUK KONSOL PERMAINAN SONY PLAYSTATION 3 TERHADAP KEPUTUSAN PEMBELIAN DI PALEMBANG

REZA H., KEMAS M. and Wahab, Zakaria and Rosa, Aslamia (2013) PENGARUH ATRIBUT PRODUK KONSOL PERMAINAN SONY PLAYSTATION 3 TERHADAP KEPUTUSAN PEMBELIAN DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Tujuan dari penelitian ini untuk mengetahui besarnya pengaruh atribut produk konsol permainan Sony Playstation 3 terhadap keputusan pembelian di Palembang, baik secara simultan maupun parsial. Serta untuk mengetahui variabel atribut produk mana yang paling dominan. Metode pengumpulan data dilakukan dengan menyebarkan kuesioner dengan jumlah 80 responden. Teknik pengambilan sampel yang digunakan adalah Incidental Sampling. Teknik analisis yang digunakan dalam penelitian ini adalah analisis frekuensi, analisis tabulasi silang, pengujian koefisien persamaan regresi, dan analisis regresi linear berganda. Hasil penelitian ini menunjukkan atribut produk yang terdiri dari merek (XI), mutu (X2), harga (X3), dan fitur produk (X4) berpengaruh secara bersama-sama terhadap keputusan pembelian. Atribut produk yang paling berpengaruh adalah variabel harga (X3). Karena itu, perusahaan Sony harus berhati-hati dalam menetapkan kebijakan harga bagi produk konsol permainan Sony Playstation 3.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Atribut produk, keputusan konsumen, Sony Playstation3
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B313 Agricultural industries--Management. Food industry and trade--Management. Food--Marketing--Case studies. Corporations--Finance--Case studies. Industries--Environmental aspects--Case studies. Corporation law.
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mr. Muhammad Irwan
Date Deposited: 27 Apr 2021 06:45
Last Modified: 27 Apr 2021 06:45
URI: http://repository.unsri.ac.id/id/eprint/45985

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