PENGARUH ATRIBUT PRODUK DAN KEBIJAKAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN NETBOOK(STUDI KASUS PADA MAHASISWA UNIVERSITAS WIDYATAMA BANDUNG)
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Date
2014
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Universitas Widyatama
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 .
Description
Keywords
Atribut Produk, Kebijakan Penetapan Harga, Keputusan Pembelian