Ferdy Arian, 1016051084 (2015) PEMBENTUKAN KEPUTUSAN PEMBELIAN MELALUI WORD OF MOUTH, COUNTRY OF ORIGIN, DESAIN DAN FITUR PRODUK (Studi pada Produk Smartphone OPPO). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, country of origin, desain dan fitur produk terhadap keputusan pembelian pada smartphone OPPO. Jenis penelitian ini adalah penelitian survei, populasi penelitian ini adalah seluruh konsumen produk smartphone OPPO di Kecamatan Tanjung Senang Bandar Lampung dengan jumlah sampel sebanyak 50 responden. Penelitian ini menggunakan teknik pengambilan sampel nonprobability sampling dengan metode accidental sampling. Metode analisis yang digunakan adalah regresi linier berganda. Hasil analisis data menunjukan bahwa secara parsial terdapat dua variabel independen yaitu, word of mouth dan fitur yang memiliki pengaruh signifikan terhadap keputusan pembelian pada smartphone OPPO. Sedangkan variabel country of origin dan desain tidak terdapat pengaruh yang signifikan terhadap keputusan pembelian konsumen. Secara simultan, empat variabel independen secara bersama-sama berpengaruh signifikan terhadap variabel dependen (Y). Kesimpulan: word of mouth dan fitur produk memiliki pengaruh terhadap keputusan pembelian konsumen pada produk smartphone OPPO. Kata Kunci: Word of Mouth, Country of Origin, Desain, Fitur, Keputusan Pembelian. ABSTRACT The purpose of this research was to find out and analyze the influence of word of mouth, country of origin, design and features on consumer buying decision in OPPO smartphone product. The type of this research is survey research, and the population is 50 respondents of Tanjung Senang, Bandar Lampung whos wear OPPO is brand smartphone. Technique of this research nonprobability sampling with accidental sampling method and analized using multiple linier regression. The result show that partially two independent variables which word of mouth and features have significant influence on buying decision of OPPO smartphone. Meanwhile, country of origin dan design has no significant effect on buying decison. Simultaneously, the four independent variables together have significant effects to dependent variable. Conclusion: word of mouth and features have significant influence on consumer buying decision in the OPPO smartphone product. Keywords: Word of Mouth, Country of Origin, Design, Features, Purchase Decision.
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | > HD Industries. Land use. Labor > HF Commerce |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | 5421764 . Digilib |
| Date Deposited: | 19 Jun 2015 07:41 |
| Terakhir diubah: | 19 Jun 2015 07:41 |
| URI: | http://digilib.unila.ac.id/id/eprint/10327 |
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