ABSTRAK
PENGARUH HARGA, KUALITAS PRODUK, DAN FITUR PRODUK TERHADAP MINAT PEMBELIAN SMARTPHONE IPHONE PADA
MAHASISWA/I DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh harga, kualitas produk, dan fitur produk terhadap minat pembelian smartphone iPhone pada mahasiswa/i di fakultas ekonomi dan bisnis Universitas Sumatera Utara. Teknik pengambilan sampel menggunakan metode purposive sampling, yaitu sampel yang dipilih dengan kriteria tertentu. Kriteria sampel dalam penelitian ini adalah mahasiswa/i di fakultas ekonomi dan bisnis Universitas Sumatera Utara yang menggunakan smartphone iPhone. Populasi berjumlah 97 orang dan seluruhnya dijadikan sampel dalam penelitian.
Jenis penelitian ini adalah penelitian eksplanatori. Metode pengumpulan data dalam penelitian ini adalah dengan menggunakan kuesioner untuk memperoleh data primer dan menggunakan studi kepustakaan dari berbagai sumber untuk memperoleh data sekunder.
Sedangkan, variabel harga berpengaruh secara positif dan signifikan terhadap keputusan pembelian.
Hasil pengujian Adjusted R Square (R2) menunjukkan nilainya sebesar 0,798. Artinya variabel minat pembelian dapat dijelaskan sebesar 79,8% oleh variabel harga, kualitas produk, dan fitur produk, sementara sisanya 20,2% dijelaskan oleh variabel lain yang tidak dimasukkan dalam penelitian ini
ABSTRACT
THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND PRODUCT FEATURES TO INTEREST OF BUYING ON THE STUDENTS OF
ECONOMIC AND BUSINESS FACULTY OF UNIVERSITY OF NORTH SUMATERA
This research aims to identify and analyze the effect of price, product quality, and product features to the interest of buying of iPhone smartphone on the students of economic and business faculty of University of North Sumatera. Sample were taken by purposive sampling method, the sample was selected by certain criteria. The criteria is the students who use iPhone smartphone. Total of population is 97 and all of the population become sample.
The type of this research is explanation research. The primary data was collected by questionaire and for secondary data was collected from some litterature.
The result from simultaneous testing (F-test) shows that simultaneously the effect of price, product quality, and product feature are positive and significant to the interest of buying. On the partial testing (t-test), the effect of product quality and product features are positive and not significant to the buying decision. Whereas, the effect of price is positive and significant to the buying decision.
described by price, product quality, and product features while its remain for 20.8% can be described by other factors that not studied in this research.
