PENGARUH ATRIBUT PRODUK DAN KEBIJAKAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN NETBOOK(STUDI KASUS PADA MAHASISWA UNIVERSITAS WIDYATAMA BANDUNG)

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PENGARUH ATRIBUT PRODUK DAN KEBIJAKAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN NETBOOK(STUDI KASUS PADA MAHASISWA UNIVERSITAS WIDYATAMA BANDUNG)

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Title: PENGARUH ATRIBUT PRODUK DAN KEBIJAKAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN NETBOOK(STUDI KASUS PADA MAHASISWA UNIVERSITAS WIDYATAMA BANDUNG)
Author: Setiawan, Iwan
Abstract: The high competitive situation on netbook industry’s marketing activity, especially at Widyatama University Bandung making all of the companies who involve on this industry are on the effort to make user friendly product to buy by customers. Base on the conceptual theory that said netbook is a product that came from speciality good which is on the buying process, require more step and involvement by its customers. Consideration on buying process by netbook customers nowadays is estimated caused by product attribute and its price and the writer is assuming that this is happen to all netbook’s brands. This condition was driving customers to face dilemmatic situation to buy or not to buy the product. Base on this phenomena, research about the effect of product attribute performance and price policy to customer buying decision on netbook product is interesting to do. This research titled The effect of product attribute performance and price policy to customer buying decision on netbook product (Study Case: Student of Widyatama University). The purpose of this research is to know the customers opinion about product attribute performance, price policy and customer buying decision on netbook product, to know the effect of product attribute performance to customer buying decision on netbook product, to know the effect of price policy to customer buying decision on netbook product and also to know the effect of product attribute performance and price policy to customer buying decision on netbook product. Research methodology that used on this research is descriptive method, by observation, interview and questionnaire as the data collecting technique. The result of this research shows that the product attributes netbooks tend to have been done well . This is evident from the respondents to 4 ( four ) indicators include quality / product quality , product characteristics , product design , and the benefits of a product that puts both categories . Policy pricing measured either . This was seen in the percentage of each indicator in the pricing policy which includes product competitiveness , rebates , and ease of payment method . Although the need to focus on indicators of competitiveness of products in the aspects of the sale price back above the netbook . The test results of the analysis of the performance of the product attributes affect purchase decisions because T hitung 3.936 > TTable at 1,657 . Product pricing policies influence the purchasing decisions of T hitung 6.687 > Ttable1,657 . While the simultaneous performance of product attributes and product pricing policies influence the purchase decision shows the Fhitung 23.138 is greater than F table 3.07 is significant because it shows the influence of sig F 0,00 < 0.05 .
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3143
Date: 2014


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