PENGARUH PRODUCT FITUR, BRAND NAME, PRODUCT PRICE, DAN SOCIAL INFLUENCE TERHADAP PURCHASE INTENTION SAMSUNG SMARTPHONE DI SURABAYA
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Keywords:
Product fitur, brand name, product price, social influence, purchase intention
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh pengaruh product feature, brand name, product price dan social influence terhadap purchase intention samsung smartphone di surabaya. Pengolahan data dilakukan dengan menggunakan software SPSS 18.0 for Windows dan Amos 22. Pengujian hipotesis penelitian ini dengan melihat nilai signifikan (critical ratio) dari uji valid. Data diperoleh secara langsung dari responden yang memenuhi karakteristik populasi yang ditentukan dengan melakukan penyebarkan kuesioner. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 187 responden. Hasil penelitian ini menunjukkan adanya pengaruh product feature terhadap consultation with salesperson. Selanjutnya brand name tidak meningkatkan purchase intention. Selebihnya, pengaruh product price terhadap consultation with salesperson tidak terbukti. Social influence memiliki hubungan positif terhadap purchase intention dalam penelitian ini.
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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.
Ghozali, Imam., 2008, Model Persamaan: Konsep dan Aplikasi dengan Program AMOS 16 Semarang: Badan Penerbit UNDIP
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.
Khasawneh,K. dan Hasouneh,A.B.I, 2010,”The effect of familiar brand names in consumer behavior: Jordanian perspective”, International Research journal of Finance Economics, Vol. 43 No.1, pp 34-57
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.
Purmiahua, 2005. “Faktor-Faktor yang Berpengaruh terhadap Perilaku Mahasiswa dalam memilih Juruan Ekonomi Pembangunan pada Fakultas Ekonomi Univesitas Kristem Maluku di Ambon”. Jurnal keuangan dan Perbankan. Th.IX. No. 2.Mei. Hal 541-551. Universitas Kristen Maluku. Ambon.
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.
Rangkuti,F., 2002. Riset Pemasaran. Gramedia Pustaka Utama, Jakarta
Schiffman, Leon G., dan Leslie Lazar Kanuk. 2007. Perilaku Konsumen. PT. Indeks Group Gramedia, Jakarta.
Setyo Hari Wijanto, 2008. Structural Equation Modeling dengan Lisrel 8.8 Konsep dan Tutorial, Graha Ilmu.
Sicilia, M., Ruiz, S., & Reynolds, N. (2006). Attitude Formation Online: How the Consumer's Need for Cognition Affects the Relationship Between Attitude Towards the Website and Attitude Towards the Brand. International Journal of Market Research, 48(2), 139-154.
Published
2015-03-01
Section
Bidang Manajemen (M)
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