Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention dan Purchase Decision Produk Smartphone pada Generasi Muda di Kota Batam

Efendi, Efendi (2020) Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention dan Purchase Decision Produk Smartphone pada Generasi Muda di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi purchase intention dan purchase decision pada produk smartphone dengan menggunakan responden generasi muda di Kota Batam. Variabel independen yang digunakan dalam penelitian ini adalah brand concern, convinience, depedency, price, product features, social influence, social needs, perceived value dan purchase intention. Data dikumpulkan melalui penyebaran kuesioner online dengan jumlah responden yakni sebanyak 260 orang. Analisis data dilakukan dengan menggunakan program SPSS versi 23 untuk analisis demografi responden dan uji Common Method Biased (CMB), kemudian dilanjutkan dengan pengujian Structural Equation Modeling (SEM) dengan menggunakan program SMARTPLS versi 3.0. Berdasarkan pengujian hubungan antar variabel, didapatkan data bahwa diketahui bahwa faktor-faktor yang berpengaruh signifikan positif terhadap purchase intention adalah brand concern, dependency, product features, social needs, dan perceived value. Selain itu didapatkan data juga bahwa purchase intention berpengaruh signifikan positif terhadap purchase decision. Dengan demikian disarankan kepada perusahaan smartphone untuk membuat produk dengan merek yang kuat di mata pelanggan dan fitur yang sesuai dengan kebutuhan sosialisasi masyarakat.-----This research goal is to analyze the factors that influence purchase intention and purchase decision on smartphone product using young generation respondents in Batam City. The variables used in this study are brand concern, convenience, dependency, price, product features, social influence, social needs, and perceived value. Data were collected through distributing online questionnaires with a total of 260 respondents. Data processing was carried out with SPSS version 23 program for demographic analysis of respondents and the Common Method Biased (CMB) test, then continued with Structural Equation Modeling (SEM) testing using SMARTPLS version 3.0 program. Based on testing of the relationship between variables, it is known that the factors that have significant positive effect on purchase intention are brand concern, dependency, product features, social needs, and perceived value. In addition, data also shows that purchase intention has significant positive effect on purchase decisions. Hence, it is recommended that smartphone companies is to create a brand with strong brand concern align with the needs of people to socialize and with features oftenly used by publics.

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