PENGARUH PRODUCT ATTRIBUTES, BRAND NAME, PRODUCT PRICE, DAN SOCIAL INFLUENCE TERHADAP PURCHASE INTENTION ANDROID SMARTPHONE DI SURABAYA.

  • Kevin Goenawan Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: product attributes, brand name, product price, social influence, purchase intention, Android smartphone

Abstract

Penelitian ini bertujuan untuk menguji pengaruh product attributes, brand name, product price, dan social influence terhadap purchase intention Android smartphone di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode Structural Equation Modeling (SEM) dengan software LISREL 8.7, Sampel dari penelitian ini dipilih menggunakan teknik  non probability sampling, dan convenience sampling, karakteristik populasi yang dituju adalah pria dan wanita yang berdomisili di Surabaya dengan pendidikan minimal SMA, yang membeli dan menggunakan Android smartphone minimal dalam 3 bulan terakhir. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 125 sampel. Hasil penelitian ini menunjukkan bahwa (1) product attributes berpengaruh positif signifikan terhadap purchase intention Android smartphone di Surabaya. (2) Brand name berpengaruh positif signifikan terhadap purchase intention Android smartphone di Surabaya. (3) Product price tidak berpengaruh terhadap purchase intention Android smartphone di Surabaya. (4) Social influence berpengaruh positif signifikan terhadap purchase intention Android smartphone di Surabaya.

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Published
2014-03-01
Issue
Vol. 3 No. 1 (2014): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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