Analisis Pengaruh Feature, Brand, Price dan Social Influence Terhadap Purchase Intention Smartphone Kelas Menengah di Kota Batam

Sonia, David (2019) Analisis Pengaruh Feature, Brand, Price dan Social Influence Terhadap Purchase Intention Smartphone Kelas Menengah di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

[img] Text
s-1441023-abstract-en.pdf

Download (1MB)
[img] Text
s-1441023-abstract-id.pdf

Download (1MB)
[img] Text
s-1441023-bibliography.pdf

Download (283kB)
[img] Text
s-1441023-chapter1.pdf

Download (289kB)
[img] Text
s-1441023-chapter2.pdf

Download (331kB)
[img] Text
s-1441023-chapter5.pdf

Download (241kB)
[img] Text
s-1441023-cover-id.pdf

Download (81kB)

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh feature, brand, price dan social influence terhadap purchase intention smartphone kelas menengah di Kota Batam. Penelitian ini menggunakan metode penyebaran kuisioner kepada 250 customer yang pembeli dan pengguna smartphone. Dari hasil regresi berganda, menunjukan bahwa (1) variabel feature terdapat pengaruh signifikan positif terhadap purchase intention dilihat dari nilai signifikan 0,000 atau < 0,05, (2) variabel brand terdapat pengaruh signifikan positif terhadap purchase intention dilihat dari nilai signifikan 0,000 atau < 0,05, (3) variabel price terdapat pengaruh signifikan positif terhadap purchase intention dilihat dari nilai signifikan 0,000 atau < 0,05, (4) social influence tidak berpengaruh signifikan negatif terhadap purchase intention dilihat dari nilai signifikan 0,284 atau > 0,05. (5) Secara simultan atau bersama-sama feature, brand, price dan social influence terdapat pengaruh signifikan terhadap purchase intention ditunjukkan dari hasil uji F nilai signifikan 0,000 < 0,05. ********************************************************************** The purpose of this study was to determine the effect of features, brands, prices and social influences on middle class smartphone purchase intention in Batam City. This study uses a method of distributing questionnaires to 250 customers who are smartphone buyers and users. From the results of multiple regression, it shows that (1) feature variables there is a significant positive effect on purchase intention seen from a significant value of 0,000 or < 0,05, (2) there are significant positive brand variables on purchase intention seen from a significant value of 0,000 or < 0,05, (3) price variables have a significant positive effect on purchase intention seen from a significant value of 0,000 or < 0,05, (4) social influence does not have a significant negative effect on purchase intention seen from a significant value of 0,284 or > 0,05. (5) Simultaneously or together features, brands, prices and social influences there is a significant influence on purchase intention indicated by the results of the F test significant value 0,000 < 0,05.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 24
Uncontrolled Keywords: Features, Brand, Price, Social Influence and Purchase Intention
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 18 Oct 2019 09:52
Last Modified: 18 Oct 2019 09:52
URI: http://repository.uib.ac.id/id/eprint/1601

Actions (login required)

View Item View Item