PRODUCT ATTRIBUTES AND PRICE OF IPHONE X IN DETERMINING THE CONSUMER PURCHASE DECISION (STUDY ON CONSUMER IBOX BEC BANDUNG)
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
Solid State Technology
Abstract
This research aims to describe the effect of product attributes and price on consumer
decisions in buying iPhone X products at iBox BEC Bandung. The research method used is
the verification method with sampling techniques, namely probability sampling with simple
random. The research sample used was 115 respondents who bought iPhone X products at
iBox BEC Bandung. The instruments used in this study were questionnaire sheets,
observation sheets, and iBox consumer interview sheets at BEC Bandung. The research data
were analyzed using descriptive qualitative and quantitative statistics. The results showed
that: (1) the product attribute was 61.89% in good category and got a positive response; (2)
affordability of product prices is 76.62% which indicates that the majority of consumers feel
that the price of the product is quite affordable; (3) consumer purchasing decisions for
iPhone X products amounted to 62.32% in a good category; (4) product attributes affect
purchasing decisions by 46.8%, thus indicating that there is a positive reciprocal relationship
between the two variables at moderate level; (5) price affects purchasing decisions, with a
level of 41.7%, thus indicating that there is a positive reciprocal relationship between the two
variables; (6) the product attribute affects the price, with a level of 70.3%, thus indicating
that there is a positive reciprocal relationship between the two variables.
Description
Keywords
Product Attributes, Price, iPhone X, Purchasing Decision