PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN IPHONE

Inna Sifatun Nazah; Tuti Hartati; Ernita Siambaton

doi:10.32722/epi.v14i1.958

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Peer-reviewers assist the editors in making decisions to accept or reject articles that enter EPIGRAM (e-journal), peer-reviewed (a sustainable partner) to conduct a blind review and evaluation of papers that are reasonable in authors expertise. The reviewers do not know the author's name and the name of the author's institution as blind-review. It aims to avoid conflicts of interest and to assure the quality of the paper.

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The proposed articles can come from the fields of languages, social sciences, cultures, and education.

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Each paper is reviewed at least by two reviewers using track change in the article. All comments, suggestions, and reviewers' comments are written by using track change. It is to facilitate the editor and writer team in communicating the results of the review. Thus, EPIGRAM (e-journal) does not require any other form to deliver the results of the report from the reviewer to the editorial team.

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Published Nov 20, 2017

https://doi.org/10.32722/epi.v14i1.958

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Vol. 14 No. 1 (2017)

Inna Sifatun Nazah

Program Studi Administrasi Bisnis Terapan Jurusan Administrasi Niaga, Politeknik Negeri Jakarta

Tuti Hartati

Program Studi Administrasi Bisnis Terapan Jurusan Administrasi Niaga, Politeknik Negeri Jakarta

Ernita Siambaton

Program Studi Administrasi Bisnis Terapan Jurusan Administrasi Niaga, Politeknik Negeri Jakarta

Abstract

Smartphone market in Indonesia is growing rapidly nowadays. A huge variety of brands from many vendors and smartphone companies compete to gain market share, such as Apple Incorporation. One of consideration in choosing smartphone is to give attention about product attributes (product quality, feature, and design). The objective of this research was to determine and analyze the influence of product attributes towards purchasing decision of iPhone, especially iPhone 5s. The type of research used is quantitive. The sampling methods used are purposive and incidental sampling. The research was conducted by analizying data from 50 respondents selected according to specific criteria such as iPhone 5s users, student of collage, and domicilied in Depok. The result of simple correlation analysis i.e 0,786 revealed that there is a positive relation between two variables, so that product attributes and purchasing decisions has a strong correlation. Based on the result obtained from coefficient determination, the value of R Square is 0,618 so the product attributes influencing purchasing decisions iPhone 5s i.e 61,8%.

Key words: Smartphone, Product Attributes, Purchasing Decision

Abstrak

Pasar smartphone di Indonesia saat ini telah mengalami perkembangan yang sangat pesat. Berbagai macam merek dari banyak vendor dan perusahaan smartphone mencoba untuk mendapatkan pangsa pasar, seperti halnya Apple Incorporation. Salah satu pertimbangan konsumen dalam memilih smartphone adalah dengan memperhatikan atribut produk (kualitas, fitur, dan desain produk). Tujuan diadakannya penelitian ini adalah untuk mengetahui dan menganalisis pengaruh atribut produk terhadap keputusan pembelian iPhone, khususnya iPhone 5s. Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik sampling, yaitu purposive dan insidental sampling. Penelitian dilakukan dengan menganalisis data dari 50 responden terpilih yang sesuai dengan kriteria, yaitu merupakan pengguna iPhone 5s, Mahasiswa, dan berdomisili di Kota Depok. Hasil dari analisis korelasi sederhana mengungkapkan bahwa terdapat hubungan linear yang positif sebesar 0,786 dari kedua variabel sehingga atribut produk dan keputusan pembelian memiliki hubungan yang kuat. Berdasarkan uji koefisien determinasi diperoleh nilai R Square sebesar 0,618 sehingga atribut produk mempengaruhi keputusan pembelian iPhone 5s sebesar 61,8%..

Kata kunci: Smartphone, Atribut Produk, Keputusan Pembelian.

How to Cite

Nazah, I. S., Hartati, T., & Siambaton, E. (2017). PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN IPHONE. EPIGRAM (e-Journal), 14(1). https://doi.org/10.32722/epi.v14i1.958

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About Journal

Focus and Scope

Peer Review Process

Open Access Policy

Publication Ethic

Screening For Plagiarism

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References