Evan Pramudya, - (2023) PENGARUH INFLUENCER MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE PADA GENERASI MILENIAL. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Kemajuan teknologi telah membawa perubahan dan perkembangan yang luar biasa di seluruh dunia. Pemanfaatan teknologi memungkinkan individu untuk terhubung dan berinteraksi dengan orang lain dari lokasi yang jauh melalui internet dan berbagai perangkat smartphone. Saat ini, smartphone sedang mengalami perkembangan pesat, dengan banyak perusahaan smartphone bersaing untuk menciptakan produk terbaik. Persentase penjualan iPhone telah mengalami penurunan selama tiga kuartal berturut-turut. Penurunan penjualan iPhone ini tidak terjadi tiba-tiba; melainkan dipengaruhi oleh beberapa faktor. Penurunan ini berdampak pada pendapatan Apple. Untuk mengatasi penurunan ini, perusahaan dapat memperluas jangkauan pasar dengan menggunakan strategi pemasaran digital. Metodologi yang digunakan dalam penelitian ini adalah deskriptif kuantitatif, melibatkan total 115 responden. Untuk pengujian hipotesis, digunakan perangkat lunak SPSS 25. Teknik sampling yang digunakan adalah non-probability sampling dengan metode purposive sampling. Hasil hipotesis dalam penelitian ini mengindikasikan bahwa influencer marketing secara signifikan memengaruhi keputusan pembelian produk iPhone di kalangan milenial. Sebaliknya, harga tidak memiliki pengaruh signifikan terhadap keputusan pembelian produk iPhone di kalangan milenial. Selain itu, baik influencer marketing maupun harga secara bersama-sama memengaruhi keputusan pembelian produk iPhone di kalangan milenial. Hasil uji koefisien determinasi kemampuan variabel independen (influencer marketing dan harga) dalam penelitian ini mempengaruhi variabel dependen sebesar 29.4%. Sedangkan sisanya sebesar 70.6% dijelaskan oleh variabel lain selain variabel independen dalam penelitian ini. The advancement of technology has brought about remarkable changes and developments worldwide. The utilization of technology enables individuals to connect and interact with others from distant locations through the internet and various smartphone devices. Currently, smartphones are undergoing rapid development, with numerous smartphone companies competing to create the best products. The percentage of iPhone sales has experienced a decline for three consecutive quarters. This decline in iPhone sales did not occur suddenly; rather, it is influenced by several factors. The decrease has an impact on Apple's revenue. To counter this downturn, the company can expand its market reach by employing digital marketing strategies. The methodology employed in this study is quantitative descriptive, involving a total of 115 respondents. For hypothesis testing, SPSS 25 software was utilized. The technique of sampling used is non-probability sampling using the purposive sampling method. The outcomes of the hypotheses in this study indicate that influencer marketing significantly impacts the purchase decisions of iPhone products among millennials. Conversely, price does not have a significant influence on the purchase decisions of iPhone products among millennials. Additionally, both influencer marketing and price collectively influence the purchase decisions of iPhone products among millennials. The results of the determination coefficient test indicate that the ability of the independent variable in this study influences the dependent variable by 29.4%. Meanwhile, the remaining 70.6% is explained by other variables apart from the independent variable in this study.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=id&authuser=5 ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya : 6681170 Rusani Jaelani : 6805519 |
| Uncontrolled Keywords: | Influencer Marketing, Harga, Keputusan Pembelian |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Evan Pramudya |
| Date Deposited: | 15 Oct 2023 23:58 |
| Last Modified: | 15 Oct 2023 23:58 |
| URI: | http://repository.upi.edu/id/eprint/110668 |
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