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
Abstract Views: 467 times
PDF - FULL TEXT Downloads: 1023 times
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.

Downloads

Download data is not yet available.

References

Calantone, Roger.C.Anthony Dibenedetto and Sriraman Bhoovaraghavan, 2004,”Examining the Relationship Between Degree of Innovation and New Product Success” Journal of business research, Vol.30, No.2, pp.343-348

Cornelis, P.C.M, 2010,”effect of co-branding in the theme park industry: a preliminary study”, International Journal and Contemporary Hospitality Management, Vol. 22 No.6, pp 775-796.

Chow, M.M., Chen, L.H., Yeow, J.A. and Wong, P.W., 2012,”Conceptual paper : Factor affecting the demand of smartphone among young adult”, International journal on Social Science Economics and Art, Vol.2, No.2, pp.44-49

Chu, Patrick,Y.K., Hu, Paul.J.H, Lee, Bill.L.P., Au, Anson.K.K, 2008, Understanding consumer trust in online processes: an experimental Investigation. Journal of marketing research, vol.17,no.9, pp 348-356.

Ferdinand, Augusty, 2002, Edisi 2, Structural Equation Modeling Dalam Penelitian Aplikasi Model-Model Rumit Dalam Penelitian Untuk Tesis Magister dan Desertasi Doktor, Seri Pustaka Kunci, Badan Penerbit Universitas Diponegoro, Semarang.

Hanzaee, K.H., dan Andervazh, L., 2012, The influence of Brand Loyalty on Cosmetics purchase intention of iranian Female Consumers, Jurnal of basic and applied scientific research.

Ho,C., dan Wu,W., 2011, Role of innovativeness of consumer in relationship between perceived attributes of new products and intention to adopt, Journal of electronic business management, vol.19, no.3,pp.258-266.

Hung, K, dan Chen, A.H., 2011, Antecedents of luxury brand purchase intention., Journal of service marketing, vol.19, no.3, pp.164-173.

Ichwan, Choirul, 2010, Pengaruh atribut produk terhadap purchase intention, Jurnal, Fakultas Ekonomi, Unesa.

Khisi.,2005, Evaluation of willingness to buy a low-pollution car in Japan, Journal of the Eastern Asia Society for Transportation Studies, vol6, pp 3121-3124.

Kotler,P. dan Gary Armstrong., 2008, Principles of Marketing, 12th edition, Pearson Education International.

Kotler,P. dan Gary Armstrong., 2010, Principles Of Marketing, 13th edition, Pearson Education International.

Lamb, Hair, dan McDaniel., 2001, Pemasaran. Buku 1. Edisi pertama. Salemba Empat, Jakarta.

Morrisan, M.A., 2010, Periklanan komunikasi pemasaran terpadu. Kencana prenada media group, Jakarta.

Puth, G., Mostert,P. and Ewing, M., 1999, Consumer perceptions of mentioned product and brand attributes in magazine advertising. Journal of product and brand management, vol 8, no 1, pp.38.
Published
2014-03-01