Analisis Pengaruh Brand, Harga, dan Prestise terhadap Keputusan Pembelian Smartphone Iphone di Sampit

Nia Rahmawati

Sari


The Analysis of The Impact of Brand, Price, and Prestige on the Purchase Decision of Iphone Smartphone in Sampit. This research method uses descriptive research methods with data collection techniques through questionnaires. Questionnaires with a Likert scale and questions about brand, price, prestige, and purchasing decisions are research instruments. The results showed that the Brand variable has a significance value of 0.080 > 0.05 and does not affect purchasing decisions. Thus Ho is approved while H1 is not approved. With a substantial value of 0.000 0.05, the price variable has a positive and significant effect on purchasing decisions. Thus Ha is approved while Ho is not approved. With a significance value of 0.003, the prestige variable has a favorable and significant influence on purchase choice. Thus Ha is approved while Ho is not approved.

Kata Kunci


Brand; Price; Prestige; Purchase Decision

Teks Lengkap:

PDF

Referensi


Adaming, S. (2019). Pengaruh Citra Merek, Kualitas Produk, Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Produk Ponsel Iphone (Studi Pada Mahasiswa Pendidikan Ekonomi Universitas Negeri Makassar ). Skripsi, Universitas Negeri Makassar.

Ardelia, A., & Supriono, S. (2017). Pengaruh Brand Credibility Dan Brand Prestige Terhadap Persepsi Kualitas Dan Minat Beli (Survei Pada Konsumen Kosmetik Merek Chanel). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 50(3), 9–18.

Cahya, N., & Shihab, M. S. (2018). Pengaruh Persepsi Harga, Kualitas Produk, Citra Merek Dan Layanan Purna Jual Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Kepuasan Pelanggan Smartphone Asus Studi Kasus di PT. Datascrip. Journal of Entrepreneurship, Management and Industry (JEMI), 1(1), 34-46.

Ningtyas, M. (2014). Bab III - Metode Penelitian. Metode Penelitian, 32–41.

Putra, D., Rusda, D., & Aziz, A. (2020). Analisis Penentuan Pusat-Pusat Pertumbuhan (Growth Pole) dan Wilayah Belakang (Hinterland) Provinsi Kalimantan Tengah. Ecoplan, 3(2), 105-118. https://doi.org/10.20527/ecoplan.v3i2.161

Purwanto, A., Nurahman, & Ismail, A. (2020). Exploring Consumers’ Acceptance of E-Marketplace Using Tam and Flow Theory. Indonesian Journal of Applied Research (IJAR), 1(3), 170–182. https://doi.org/10.30997/ijar.v1i3.76

Saputra, Y. A., & Djawoto, D. (2018). Analisis Pengaruh Harga, Selera, Serta Brand Prestige Terhadap Keputusan Konsumen Dalam Melakukan Pembelian Motor Honda Scoopy. Jurnal Ilmu dan Riset Manajemen (JIRM), 7(11), 1–16.

Wibisono, E. S. (2019). Pengaruh Kualitas Produk, Harga, dan Kepuasan Konsumen Terhadap Keputusan Pembelian Konsumen UD. Rizky Barokah di Balongbendo. Skripsi, Universitas Bhayangkara Surabaya.

Wibowo, A. F. (2017). Pengaruh gaya hidup, prestise dan kelompok referensi terhadap keputusan pembelian (studi pada konsumen Taiwan Tea House Semarang). Skripsi, Universitas Kristen Satya Wacana Salatiga




DOI: http://dx.doi.org/10.56589/keizai.v4i1.286

Keizai

Gedung Fakultas Bisnis, Universitas Darwan Ali, JL. Batu Berlian, No. 10, Sampit, Kabupaten Kotawaringin Timur, Provinsi Kalimantan Tengah, 74325

  Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.

Web Analytics Made Easy - Statcounter View My Stats