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Pengaruh Kepedulian Merek, Kenyamanan, Ketergantungan, Harga, Fitur, Sosial dan Kebutuhan Sosial Terhadap Keputusan Pembelian Smartphone Vivo Pada Generasi-Y di Maluku Tenggara

Musa, Aldi (2019) Pengaruh Kepedulian Merek, Kenyamanan, Ketergantungan, Harga, Fitur, Sosial dan Kebutuhan Sosial Terhadap Keputusan Pembelian Smartphone Vivo Pada Generasi-Y di Maluku Tenggara. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aims to examine and analyze the significance of the influence of Brand Concern, Comfort, Dependence, Price, Features, Social Factors, Social Needs partially and simultaneously on the decision of purchasing a Vivo smartphone in Generation-Y in Southeast Maluku. The sampling technique in this study uses purposive sampling method. Purposive sampling is a technique that chooses its sample based on certain criteria and considerations. The method used to collect data is by distributing questionnaires to respondents who will be selected as samples. The sample in this study were 100 respondents who were Vivo smartphone users in Southeast Maluku. Analysis of the data used in this research is descriptive analysis and multiple regression analysis. The results of this study indicate that the Brand Concern, Dependence, Price and Social variables partially have a significant effect on purchasing decisions of Vivo smartphones in Generation-Y in Southeast Maluku, while Comfort, Features and social needs are partially insignificant. Simultaneously the Brand Awareness, Comfort, Dependency, Price, Features, Social and Social Needs variables significantly influence the decision to purchase Vivo smartphones in Generation-Y in Southeast Maluku. Also seen from the Adjusted R Square value of 0.721 or 72.1% which means Brand Concern, Comfort, Dependency, Price, Features, Social and Social Needs can influence Purchasing Decisions of 72.1% . Keywords: brand concern; convenience; dependency; price; features; social; social needs; buying decision; Vivo smartphone

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: ALDI MUSA
Date Deposited: 10 Dec 2019 06:49
Last Modified: 10 Dec 2019 06:49
URI: http://eprints.perbanas.ac.id/id/eprint/5652

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