Muzhiroh, Muzhiroh and Budiono, Budiono (2020) PENGARUH PERSEPSI KUALITAS, MOTIVASI DAN GAYA HIDUP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (Studi Kasus Pada Masyarakat Kelurahan Cakung Barat) THE INFLUENCE OF CONSUMER QUALITY PERCEPTION, MOTIVATION AND LIFESTYLE ON PURCHASE DECISION ON OPPO Smartphone (Case Study in Cakung Barat Urban Village Community). PENGARUH PERSEPSI KUALITAS, MOTIVASI DAN GAYA HIDUP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (Studi Kasus Pada Masyarakat Kelurahan Cakung Barat). (Unpublished)
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh persepsi kualitas, motivasi dan gaya hidup konsumen terhadap keputusan pembelian smartphone Oppo pada masyarakat Kelurahan Cakung Barat secara parsial dan simultan. Metoda survey sebagai metoda penelitian dengan pendekatan kuantitatif. Populasi penelitian ini adalah masyarakat Kelurahan Cakung Barat yang pernah melaukan pembelian smartphone Oppo. Pengambilan sampel menggunakan teknik non-probability sampling sebanyak 97 responden. Metoda yang digunakan dalam pengumpulan data adalah kuesioner (angket). Metoda analisis yang digunakan adalah uji validitas, uji reliabilitas, analisis koefisien determinasi parsial dan berganda, serta pengujian hipotesis. Hasil penelitian meunjukkan secara parsial persepsi kualitas berpengaruh signifikan dengan kontribusi sebesar 46,78% dalam mempengaruhi keputusan pembelian smartphone Oppo. Secara parsial motivasi konsumen tidak berpengaruh signifikan dengan kontribusi sebesar 28,30% dalam mempengaruhi keputusan pembelian smartphone Oppo. Dan gaya hidup konsumen secara parsial berpengaruh signifikan dengan kontribusi sebesar 31,36% dalam mempengaruhi keputusan pembelian smartphone Oppo. Serta secara simultan persepsi kualitas, motivasi dan gaya hidup konsumen berpengaruh signifikan terhadap keputusan pembelian smartphone Oppo dengan besar pengaruhnya adalah 51,69%. This study aims to determine how much influence the perception of quality, motivation and lifestyle of consumers on purchasing decisions for Oppo smartphones in the community of Cakung Barat Village partially and simultaneously. The survey method is a research method with a quantitative approach. The population of this research is the people of West Cakung Village who have purchased an Oppo smartphone. Sampling using non-probability sampling technique of 97 respondents. The method used in data collection is a questionnaire (questionnaire). The analysis method used is validity test, reliability test, partial and multiple determination coefficient analysis, and hypothesis testing. The results showed that partially the perception of quality has a significant effect with a contribution of 46, 78% in influencing the purchase decision of an Oppo smartphone. Partially, consumer motivation has no significant effect with a contribution of 28.30% in influencing the purchase decision of an Oppo smartphone. And the lifestyle of consumers partially has a significant effect with a contribution of 31.36% in influencing the purchase decision of an Oppo smartphone. As well as simultaneously perceptions of quality, motivation and lifestyle of consumers have a significant effect on purchasing decisions for Oppo smartphones with a large effect of 51.69%.
| Item Type: | Article |
|---|---|
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | S1 Manajemen |
| Depositing User: | Users 906 not found. |
| Date Deposited: | 09 Nov 2020 03:46 |
| Last Modified: | 09 Nov 2020 03:46 |
| URI: | http://repository.stei.ac.id/id/eprint/1538 |
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