Pengaruh Atribut Produk Dan Harga Terhadap Keputusan Pembelian Smartphone Samsung Kelas Menengah Di Kota Bandung
Abstrak
The purpose of this research is to find out the influences product attributes and price smartphone Samsung mid-end class to users in Bandung and want to find out how much influence attributes product and price smartphone Samsung mid-end class affects purchase decision. The research using quantitative method. The population in this study is unknown but the samples are 385 respondents. This research using Multiple regression analysis. The results showed that attributes product and price has a positive influence towards the purchase decision of smartphone Samsung mid-end class in Bandung with proven by the results of analysis F-test and t-test, and the results of the R square shows that attributes product and price effect of 19.4% against the purchase decision of smartphone Samsung mid-end class in Bandung. Keywords : Attributes product, Price, Purchase Decision, Quantitative, Multiple RegressionReferensi
Miwllward. (n.d.). Jumlah pengguna smartphone di Indonesia 2018. Retrieved from https://id.techinasia.com/jumlah-pengguna-smartphone-di-indonesia-2018// (10 april 2016)
Berita teknologi. (n.d.). Sejarah perkembangan handphone pintar Samsung. Retrieved from http://www.beritateknologi.com/sejarah-perkembangan-handphone-pintar-samsung/ (20 maret 2016)
Adi. (n.d.). Data Penjualan Samsung. Retrieved from Gerai MEGACELL Bandung/ (20 september 2016)
Daerahsindonews. (n.d.).Y3 meluncur pertama di Bandung. Retrieved from http://daerah.sindonews.com/read/1009940/151/y3-meluncur-pertama-di-bandung-1433729596 ( 10 mei 2016)
Techinasia. (n.d.). kondisi pasar smartphone Indonesia saat ini dan ke depannya harga masih menjadi factor utama grafik. Retrieved from https://id.techinasia.com/kondisi-pasar-smartphone- indonesiasaat-ini-dan-ke-depannya-harga-masih-menjadi-faktor-utama-grafik (5 mei 2016)
Teknokompas. (n.d.). Apa pertimbangan utama memilih smartphone. Retrieved from https:// tekno.kompas.com/read/2014/05/13/1536009/apa.pertimbangan.utama.memilih.smartphone (8 mei 2016)
Tjiptono, Fandy. (2009). Strategi Pemasaran edisi kedua. Yogyakarta : Andi Offset.
Daryanto. (2011).Sari Kuliah Manajemen Pemasaran. Bandung : PT Sarana Tutorial Nurani Sejahtera.
Kotler, Philip. dan Armstrong, Gary. (2008). Prinsip-prinsip Pemasaran Edisi 12 jilid 1. Jakarta : Erlangga.
Kotler, P. dan Keller K.L. (2016). Marketing Managemen 15th (Global Edition). Essex: Pearson Education.
Kotler, Philip. dan Armstrong, Gary. (2012). Prinsip-prinsip Pemasaran Edisi 13 jilid 1. Jakarta : Erlangga.
Sekaran, Uma. (2006). Research Method for Business. Jakarta: Salemba Empat.
Indrawati. (2015). Metode Penelitian Manajemen Dan Binis: Konvergensi Teknologi Komunikasi Dan Informasi. Bandung : PT Refika Aditama.
Stanton, William J. (1998). Prinsip Pemasaran. Edisi 9. Jakarta : Erlangga.
