PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN KONSUMEN MEMBELI HANDPHONE SMARTFREN ANDROMAX

HARTADI, MUHAMMAD ADE and Nazaruddin, Akhmad and Handy, Thomas (2014) PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN KONSUMEN MEMBELI HANDPHONE SMARTFREN ANDROMAX. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh atribut produk terhadap keputusan pembelian konsumen dan variabel atribut produk yang paling dominan dalam mempengaruhi keputusan pembelian konsumen. Rancangan penelitian bersifat kausal yang terdiri dari dua variabel independen (X) merek, kualitas desain dan harga serta variabel dependen (Y) yaitu keputusan pembelian. Data yang digunakan adalah data primer. Metode pengambilan sampel bersifat tidak acak (non-probability sampling) dengan teknik convenience sampling. Berdasarkan hasil pengujian empiris, pengaruh variabel merek (XI), kualitas(X2), desain (X3) dan harga (X4) secara simultan dapat diterima dengan pengaruh signifikan sebesar 80,5%. Sedangkan secara parsial dapat diterima bahwa variabel merek, desain dan harga masing-masing berpengaruh terhadap keputusan pembelian konsumen Smartffen Andromax.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Atribut Produk, Keputusan Pembelian
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. H Social Sciences > HG Finance > HG4001-4285 Finance management. Business finance. Corporation finance
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	07 Jun 2021 05:28
Last Modified:	07 Jun 2021 05:28
URI:	http://repository.unsri.ac.id/id/eprint/47643

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