ANALISIS PENGARUH HARGA, BRAND IMAGE, DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE ATAU SMARTPHONE SAMSUNG JENIS ANDROID

AKBAR, Kurnia and LATARUVA, Eisha,(5 June 2013), ANALISIS PENGARUH HARGA, BRAND IMAGE, DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE ATAU SMARTPHONE SAMSUNG JENIS ANDROID. , UNSPECIFIED, UNSPECIFIED

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Abstract

Penelitian ini dilaksankan untuk menganalisis faktor-faktor yang berpengarauh bagi konsumen dalam membuat keputusan pembelian. Variabel independent terdiri Harga (X1), Brand Image (X2), dan Atribut Produk (X3). Variabel dependent adalah Keputusan Pembelian Handphone atau Smartphone Samsung Jenis Android di lingkungan Mahasiswa Universitas Diponegoro Semarang. Sampel berjumlah 100 respondenn yang diambil dengan menggunakan teknik Snowball Sampling. Analisis yang digunakan adalah analisis regresi berganda hasilnya yaitu, Y = 0,348 X 1 + 0,246 X 2 + 0,272 X . Variabel independen yang paling besar berpengaruh terhadap variabel dependen adalah variabel harga (0,348), diikuti oleh variabel atribut produk (0,272) dan yang terakhir adalah variabel brand image (0,246). Koefisien deteminasinya (adjusted R 3 vii 2 ) sebesar 0,552 atau 55,3 persen artinya model koefisien determinasi bagus. Harga menunjukkan koefisien regresi paling besar. Harga adalah faktor paling penting yang mempengaruhi keputusan pembelian konsumen. Faktor penting kedua adalah atribut produk kemudian brand image sebagai faktor ketiga yang berpengaruh terhadap Keputusan Pembelian.

Keywords :	This research is done to analyze the factors that have influences toward consumers in the making of purchasing decisions. The independent variables of this research consist of Price (X1), Brand Image (X2), and Product’s attribute (X3). The dependent variable is the purchasing decision of buying Samsung Android-series Smartphone made by the students in Universitas Diponegoro. The sample used in this research consists of 100 respondents chosen by Snowball Sampling technique. This research employs multiple regressions. The result of multiple regressions is as follows, Y = 0,348 X 1 + 0,246 X vi 2 + 0,272 X . The independent variable that has the biggest effect toward the dependent variable is Price (0,348), followed by Product’s attribute (0,272) and Brand image (0,24) respectively. 3 The coefficient of determination (adjusted R2) of this research is 0,552 or 55,3% that shows the goodness of coefficient of determination model. Price is revealed to have the highest regression coefficient. Hence, it can be concluded that price is the most important factor that influences consumers’ purchasing decision. Product Attribute is placed as the second highest followed by brand image as the third factor respectively., Harga, Brand Image, Atribut Produk, Keputusan Pembelian
Journal or Publication Title:	UNSPECIFIED
Volume:	UNSPECIFIED
Number:	UNSPECIFIED
Item Type:	Thesis (Undergraduate)
Subjects:	Manajemen
Depositing User:	Heru Prastyo
Date Deposited:	19 Jun 2020 03:20
Last Modified:	19 Jun 2020 03:20
URI:	https://repofeb.undip.ac.id/id/eprint/4842

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