PENGARUH ATRIBUT PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN PADA PONSEL BLACKBERRY (Studi Kasus Pada Universitas Widyatama Bandung)
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Date
2014
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Universitas Widyatama
Abstract
The Products attribute is one of element which be consumers opinion to select product, which will be purchased. Based on that, the consumers would be more interested with offered product. The consumers would be esier to decide buying attractive product by means of product’s attribute. The company have to give products attribute which attractive and good to the product, so that consumers does buying decision process. This case makes writer intrested to do research with title “impact of products attribute on buying decision process phone Blackberry”. This research proceed 100 questionnaire from students of Widyatama University Bandung randomly. The method in this research is descriptive, research method that describe the actual conditions which have been identified by colected data and then in the end of result gived a conclusion. The result shows that response to products attribute of phones Blackberry obteined average value 3,6 indicated good. Whereas respondents responsed to buying decision process phone Blackberry high enough. This is showed by average value 3,62. The Correlation of products attribute with buying decision process phones Blackberry could be said high, this is showed by rs value 0,710. That means if products attribute of phone Blackberry is better, so consumer does buying. Impact of products attribute is 50,41% on buying decision process, whereas the rest is 49,59% influenced by other variables which is there not in this research. From result of statistical colculation can be known that calculated t value 9,984. Higher than t table 1,663. So H0 is unacceptable and H1 acceptable. It means there is positive impact between products attribute on buying decision process. Thus, hypothesis in first chapter is “if products attribute is completely, so buying decision process will increase” acceptable.
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Keywords
Atribut Produk, Proses Keputusan Pembelian, Product Attributes, Buying Decision Process