Pengaruh Threat Emotion Dan Harga Terhadap Keputusan Pembelian Produk Smartphone Merek Samsung

Aditya Wisnu Pradana, Mahir Pradana

Abstract

Abstrak
Penelitian ini dilatarbelakangi oleh permasalahan terkait Threat Emotion dan Harga dari pengguna smartphone
terhadap produk Samsung. Berdasarkan hasil pra survei, secara keseluruhan responden merasa tidak terlalu tertarik
untuk melakukan keputusan pembelian terhadap produk smartphone Samsung, karena merasa tidak terancam jika
tidak menggunakan produk smartphone Samsung dan responden merasa harga yang diberikan diberikan oleh
smartphone Samsung terlalu mahal dibandingkan dengan smartphone saianganya. Responden berpendapat banyak
dari pesaing lain yang memiliki harga yang sesuai dibandingkan produk Samsung. Penelitian ini bertujuan untuk
mengetahui pengaruh Threat Emotion dan Harga terhadap Keputusan Pembelian produk Smartphone Samsung.
Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan
sampel dilakukan dengan metode non probability sampling jenis Purposive Sampling, dengan jumlah responden
sebanyak 385 orang. Teknik analisis data menggunakan analisis deskriptif dan analisis regresi linier berganda.
Berdasarkan hasil analisis deskrtiptif threat emotion, harga dan keputusan pembelian berada dalam kategori
cukup baik. Hasil teknik analisis regresi linier berganda menunjukkan threat emotion dan harga secara simultan
berpengaruh positif terhadap keputusan pembelian produk smartphone Samsung . Besarnya pengaruh threat
emotion dan harga secara simultan sebesar 78,3% terhadap keputusan pembelian dan sisanya dipengaruhi variabel
lain yag tidak diteliti dalam penelitian ini seperti kualitas produk, citra merek dan lainnya. Secara parsial threat
emotion dan harga berpengaruh positif terhadap keputusan pembelian. Besarnya pengaruh paling tinggi yaitu harga
lalu diikuti oleh threat emotion.
Kata kunci : Threat Emotion, Harga, Keputusan Pembelian
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Abstract
This research is motivated by problems related to Threat Emotion and Price from smartphone users on Samsung
products. Based on the results of the pre-survey, overall respondents felt not too interested in making purchasing
decisions on Samsung smartphone products, because they felt they were not threatened if they did not use Samsung
products and respondents felt the price given by Samsung is too expensive if compared to other smartphone
products sold by other competitors. This study aims to determine the effect of Threat Emotion and Price on the
decision to purchase Samsung smartphone products.
This study uses a quantitative method with a type of descriptive and causal research. Sampling is done by
non-probability sampling type Purposive Sampling, with the number of respondents as many as 385 people. Data
analysis techniques used descriptive analysis and multiple linear regression analysis
Based on the results of descriptive analysis of threat emotion,Price and purchasing decisions are in fairly
good category. The results of multiple linear regression analysis techniques indicate the threat emotion and brand
trust against the positive decision to purchase smartphone Samsung products. The magnitude of the influence of
emotions and price simultaneous of 78,3% on purchasing decisions and other decision variables not included in
this study such as product quality, brand image and others. Partially threat emotion and brand trust have a positive
towards purchasing decisions. The magnitude of the highest influence of price then followed by emotional threats.
Keywords : Threat Emotion, Price, Purchase Decision

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