HUBUNGAN RASIONALITAS DAN ANGGARAN DENGAN PREFERENSI KONSUMEN SMARTPHONE MEREK BLACKBERRY : Survey pada konsumen di Counter Handphone di Mal Bandung Electronic Center

Megawati, Karlinasari (2014) HUBUNGAN RASIONALITAS DAN ANGGARAN DENGAN PREFERENSI KONSUMEN SMARTPHONE MEREK BLACKBERRY : Survey pada konsumen di Counter Handphone di Mal Bandung Electronic Center. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana hubungan rasionalitas dan anggaran dengan preferensi konsumen samartphone merek Blackberry. Dalam penelitian ini yang menjadi objek penelitian, yaitu preferensi konsumen smartphone merek Blackberry di Mal Bandung Electronic Center. Metode yang digunakan dalam penelitian ini adalah metode deskriptif dengan pendekatan survei. Teknik pengumpulan data menggunakan angket dengan sampel sebanyak 99 orang. Adapun teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling dengan menggunakan teknik sampling aksidental. Variabel yang digunakan dalam penelitian ini meliputi preferensi konsumen, rasionalitas dan anggaran. Analisis pengolahan datanya menggunakan anlisis korelasi rank spearman dengan bantuan SPSS versi 18.
Hasil penelitian ini memberikan kesimpulan bahwa terdapat hubungan antara rasionalitas dengan preferensi konsumen sedangkan untuk anggaran tidak terdapat hubungan dengan preferensi smartphone merek Blackberry di Counter Handphone pada Mal Bandung Electronic Center.

Kata kunci : Rasionalitas, anggaran dan preferensi konsumen

This study was aimed to examine how the correlation between rationality and budget with consumer preference smartphone Blackberry brand. In the study, which is being the object is consumer preference smartphone Blackberry brand at Bandung Electronic Center Mall. The sample in this study was 99 Blackberry Smartphone consumers at Bandung Electronic Center Mall. Descriptive design with survey approach was used as the research method. The technique of collecting data use questionnaire with 99 samples. Moreover, sampling technique, which was used in this study, was non-probability sampling with accidental sampling. The variable used in this study included consumer preference, rationality, and budget. The obtained data was analyzed by using rank spearman with the aid of SPSS 18.0 for Windows.
The findings showed that there was a correlation between rationality with consumer preference while for budget no correlation with consumer preference smartphone Blackberry brand on the Cellular phone Counter at Bandung Electronic Center Mall.

Keywords : Rationality, Budget, and Consumer Preference

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Item Type:	Thesis (S1)
Subjects:	Universitas Pendidikan Indonesia > Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Depositing User:	DAM STAF Editor
Date Deposited:	02 Apr 2014 03:26
Last Modified:	02 Apr 2014 03:26
URI:	http://repository.upi.edu/id/eprint/7165

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