ANALISIS PENGARUH KARAKTERISTIK INDIVIDU, PROMOSI DAN HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN (Survey terhadap Pembeli Ponsel Pintar Lenovo Bandung Electronic Center)
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Date
2015
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Tesis Program Magister Management Universitas Widyatama
Abstract
Smartphones as a complete tool for integrating a wide range of information infrastructure, communications, computing and multimedia technologies. Consumers have many alternatives in determining the type of phone that will be used. In this case, consumer behavior plays an important role in holding the purchase decision. This study is about the factors that influence consumer purchase decisions on Lenovo products, to test the effect of individual characteristics of consumers buy Lenovo products, to determine the influence of promotions and price in influencing purchasing decisions on Lenovo products. This type of research is quantitative descriptive analysis where the author took a sample of 100 respondents to test the effect of simultaneous result that there is significant influence of individual characteristics, promotion and price towards the purchase decision process of smart phones Lenovo for the coefficient of determination (R2) = 0.681 or 68.1% and the influence of variables outside the model amounted to 31.9%.
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Keywords
Promotion, Price, Individual Characteristics, Influence consumer behavior in purchasing decisions