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

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 _________________________________________________________________________________________ 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