Akbari, Birza Hutama (2016) PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE HTC ONE M8. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perkembangan dunia smartphone yang begitu pesat mengakibatkan tingkat persaingan di antara produsen semakin ketat. HTC sebagai salah produsen besar mengalami trend penurunan penjualan yang cukup besar dalam 3 tahun terakhir. Penelitian ini bertujuan untuk mengetahui gambaran atribut produk HTC One M8 dan keputusan pembelian pada anggota komunitas official lounge HTC One M8 serta sejauh mana pengaruh atribut produk terhadap keputusan pembelian. Metode yang digunakan dalam penelitian ini adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling, populasi penelitian merupakan anggota komunitas official lounge HTC One M8 dalam forum Kaskus yang berjumlah 281 orang, dan dengan menggunakan rumus slovin, diperoleh jumlah sampel sebanyak 74 responden. Teknik analisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa dimensi gaya dan desain yang paling dominan dalam atribut produk, sedangkan tanggapan mengenai keputusan pembelian dimensi pemilihan produk yang dominan. Hasil penelitian menunjukan bahwa atribut produk berpengaruh secara signifikan terhadap keputusan pembelian. Dari koefisien korelasi menunjukan bahwa terdapat hubungan yang kuat antara atribut produk dengan keputusan pembelian. Hasil perhitungan regresi sederhana menunjukan bahwa besarnya pengaruh atribut produk terhadap keputusan pembelian adalah sebesar 46,5% sedangkan sisanya 53,5% dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. --- The development of smartphones so rapidly result in the level of competition between manufacturers increasingly stringent. HTC as one of major manufacturers experienced a downward trend considerable sales in the last 3 years. This research aims to describe the attributes of the product HTC One M8 and purchase decisions Member of Official Lounge HTC One M8 Kaskus Community and as well as the extent to which product attributes influence on purchase decisions. The method used in this research is descriptive and verification with quantitative approach. The sampling technique used was purposive sampling, the study population is member of official lounge HTC One M8 Kaskus Community totaling 281 people, and by using the formula slovin, obtained a total sample of 74 respondents. Techniques of analysis using simple linear regression. The results showed that the dimension of style and design that is most dominant in the product attributes, whereas the responses about purchase decision showed that product selection is the most dominant dimension. The results showed that the product attributes significantly influence purchase decisions. Of the correlation coefficient indicates that there is a strong relationship between product attributes with purchase decisions. Simple regression calculation results showed that the influence of product attributes on buying decisions is 46.5% while the remaining 53.5% is influenced by other factors not examined by researchers.
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S MBS AKB p-2016; Pembimbing : I. Henny Hendrayati |
| Uncontrolled Keywords: | Atribut Produk, Keputusan Pembelian, Product Attribute, Purchase Decision, HTC ONE M8, handphone . |
| 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 > Manajemen (non kependidikan) |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 31 Aug 2017 07:49 |
| Last Modified: | 31 Aug 2017 07:49 |
| URI: | http://repository.upi.edu/id/eprint/25502 |
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