PENGARUH VARIASI PRODUKTERHADAP KEPUTUSAN PEMBELIAN : Survei pada pembeli smartphone Nokia series X di BEC Bandung

Nurrahman, Indra (2015) PENGARUH VARIASI PRODUKTERHADAP KEPUTUSAN PEMBELIAN : Survei pada pembeli smartphone Nokia series X di BEC Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Ketatnya persaingan dalam memperebutkan pasar yang begitu kompentitif antar produsen di industri telekomunikasi dalam kategori smartphone saat ini menyebabkan berbagai permaslahan, salah satunya konsumen dihadapkan pada beberapa pilihan merek dengan produk dari perusahaan yang bersaing di industri telekomunikasi dalam kategori smartphone. Oleh karena itu agar tetap mampu bersaing perlu melakukan strategi variasi produk agar dapat menarik perhatian konsumen sehingga dapat mempengaruhi konsumen dalam melakukan keputusan pembelian. Penelitian ini dilakukan untuk mengetahui gambaran dimensi variasi produk pembeli smartphone Nokia series X di BEC Bandung, mengetahui gambaran keputusan pembelian smartphone Nokia series X di BEC Bandung, mengetahui temuan mengenai seberapa besar pengaruh variasi produk terhadap keputusan pembelian pada pembeli smartphone Nokia series X di BEC Bandung. Objek/unit analisis smartphone Nokia series X di BEC Bandung. Variabel bebas (X) pada penelitian ini adalah variasi produk dan variabel terikat (Y) pada penelitian ini adalah keputusan pembelian. Jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan explanatory survey dengan teknik yang digunakan systematic random samplin, dengan jumlah sampel sebanyak 100 pembeli. Teknik analisa data yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 20.0. hasil yang diperoleh dalam penelitian menyatakan bahwa dimensi variasi produk berpengaruh secara simultan terhadap keputusan pembelian pada pembeli smartphone Nokia series X di BEC Bandung sebesar 63,5%. Sedangkan pengaruh secara parsial menunjukkan bahwa dimensi ukuran memiliki pengaruh yang lebih besar dibandingkan pengaruh dimensi lainnya seperti harga, tampilan, dan bahan-bahan. Berdasarkan hasil penelitian malalui analisis jalur terdapat pengaruh yang signifikan dari dimensi variasi produk terhadap keputusan pembelian pada pembeli smartphone Nokia series X di BEC Bandung, yaitu 1) ukuran, 2) harga, 3) tampilan, dan 4) bahan-bahan. Pengaruh kedua variabel ini memiliki pengaruh yang signifikan baik secara simultan maupun secara parsial. Penulis merekomendasikan agar perusahaan membuat produk dengan variasi produk secara lebih menarik, sehingga keputusan pembelian meningkat Kata kunci: Variasi Produk, Keputusan Pembelian Intense competition in the market so kompentitif fight among manufacturers in the telecommunications industry in the smartphone category is currently causing various permaslahan, one of which consumers are faced with several choices brand with products from companies that compete in the telecommunications industry in the smartphone category. Therefore, in order to remain competitive need to do a variation of product strategy in order to attract the attention of consumers so that they can influence consumers in making purchasing decisions. This study was conducted to describe the dimensions of the product variations Nokia smartphone buyers series X in BEC Bandung, find a picture of a Nokia smartphone purchase decision BEC series X in Bandung, knowing findings about how much influence the variety of products on purchase decisions on Nokia Series X smartphone buyers in BEC Bandung . Object / unit analysis Nokia smartphone series X in BEC Bandung. The independent variable (X) in this study is the variety of products and the dependent variable (Y) in this study is the purchase decision. This type of research is descriptive, verification, and the method used explanatory survey techniques used systematic random samplin, with a total sample of 100 buyers. Data analysis technique used is path analysis with tools SPSS 20.0 software. results obtained in the study stated that the dimension of product variations simultaneously influence on purchasing decisions on Nokia Series X smartphone buyers in BEC Bandung by 63.5%. While the partial effect shows that the dimension size has a greater influence than the influence of other dimensions such as price, appearance, and materials. Based on the research results of the path analysis malalui significant influence of dimensional variations of the product to the buyer purchasing decisions on Nokia smartphones series X in BEC Bandung, namely 1) the size, 2) price, 3) display, and 4) materials. The influence of these two variables have a significant influence either simultaneously or partially. The author recommends that companies create products with a variety of products more attractive, thus increasing purchasing decisions Keywords : Variations Product , Purchase Decision

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil : S MBS NUR p-2015; Pembimbing : I. Dian Herdiana Utama
Uncontrolled Keywords: Variasi Produk, Keputusan Pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Mrs. Neni Sumarni
Date Deposited: 08 Nov 2016 01:55
Last Modified: 08 Nov 2016 01:55
URI: http://repository.upi.edu/id/eprint/22334

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