HARGA, PRODUK FITUR, KEUNGGULAN RELATIF, LINGKUNGAN SOSIAL, NAMA MEREK, KENYAMANAN, KETERGANTUNGAN DAN KOMPATIBILITAS KONSUMEN MUDA TERHADAP NIAT BELI SMARTPHONE IPHONE DI SURABAYA

  • Fayliks Fransiskus Palar Jurusan Managemen / Universitas Surabaya
Abstract Views: 51 PDF - FULL TEXT Downloads: 58
Keywords: Smartphone, Purchase Intention, Price, Brand Name, Convenience

Abstract

Abstrak - Tujuan penelitian ini adalah untuk menganalisis pengaruh Price, Product Features, Relative Advantage, Social Influence, Brand Name, Convenience, Dependency dan Compatibility terhadap Purchase Intention Smartphone iPhone di Surabaya. Responden dalam penelitian ini berjumlah 200 orang. Analisis dalam penelitian ini menggunakan Analisis Regresi Linear Berganda dan diolah menggunakan software SPSS versi 18.0 for Windows untuk pengujian Uji T dan Uji F. Hasil perhitungan menunjukkan bahwa price, brand name, convenience, dependency yang mempunyai pengaruh terhadap purchase intention smartphone iPhone di Surabaya. Sedangkan product features relative advantage, social influence tidak berpengaruh terhadap purchase intention smartphone iPhone di Surabaya.

Kata kunci: Smartphone, Purchase Intention, Price, Brand Name, Convenience

Abstract - The purpose of this study is to analyze the impact of price, product, features, relative advantage, social influence, brand name, convenience, dependency and compatibility towards Iphone Smartphone purchase intention in Surabaya. Respondent in this study are 200 consumers. Multiple linear regression method are used in this analysis and processed with SPSS software version 18.0 for windows for test T and test F. The result of the study show that’s price, brand name, convenience, dependency have influence to Iphone Smartphone purchase intention in Surabaya. Meanwhile, product features, relative advantage, and social influence have not influence to Iphone Smartphone purchase intention in Surabaya.

Keywords: Smartphone, Purchase Intention, Price, Brand Name, Convenience.

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Published
2019-09-01