PENGARUH ATRIBUT PRODUK, HARGA DAN VARIETY SEEKING TERHADAP PERPINDAHAN MEREK KE PRODUK SMARTPHONE XIAOMI (Survei di Gerai Xiaomi ITC Cempaka Mas Jakarta)

Rosinta, Maya (2019) PENGARUH ATRIBUT PRODUK, HARGA DAN VARIETY SEEKING TERHADAP PERPINDAHAN MEREK KE PRODUK SMARTPHONE XIAOMI (Survei di Gerai Xiaomi ITC Cempaka Mas Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui secara parsial dan simultan, pengaruh atribut produk, harga dan variety seeking terhadap perpindahan merek ke produk smartphone merek Xiaomi. Strategi penelitian yang digunakan dalam penelitian ini adalah strategi asosiatif. Populasi umum dalam penelitian ini adalah seluruh pembeli Smartphone Xiaomi di Gerai Xiaomi ITC Cempaka Mas, sedangkan populasi sasarannya adalah konsumen yang melakukan pembelian Smartphone Xiaomi dan pernah menggunakan Smartphone merek lain. Sampel yang digunakan untuk penelitian ini sebanyak 97 orang konsumen yang ditentukan dengan rumus MOE. Teknik analisis data yang digunakan yaitu uji validitas dan reliabilitas, analisis koefisien determinasi dan uji hipotesis. Hasil penelitian menyimpulkan bahwa 1) Atribut produk mempengaruhi keputusan konsumen melakukan perpindahan merek ke produk smartphone Xiaomi, 2) Harga mempengaruhi keputusan konsumen melakukan perpindahan merek ke produk smartphone Xiaomi, 3) Variety seeking mempengaruhi keputusan konsumen melakukan perpindahan merek ke produk smartphone Xiaomi, 4) Atribut produk, harga dan variety seeking secara simultan mempengaruhi keputusan konsumen melakukan perpindahan merek ke produk smartphone Xiaomi. Hal ini menjelaskan bahwa baik buruknya persepsi konsumen terhadap atribut produk, harga dan variety seeking akan meningkatkan kemungkinan konsumen melakukan perpindahan merek ke produk smartphone Xiaomi. Kata kunci : Atribut Produk, Harga, Variety Seeking, Perpindahan Merek ABSTRACT This study aims to find out to analyze partially and simultaneously, the influence of product attributes, price and variety seeking on brand switching to Xiaomi smartphone products. The research strategy used in this study is the associative strategy. The general population in this study are all Xiaomi Smartphone buyers at the Xiaomi ITC Cempaka Mas Store, while the target population is consumers who make purchases of Xiaomi Smartphones and have used other brands of Smartphones. The sample used for this study were 97 consumers who were determined by the MOE formula. Data analysis techniques used are the validity and reliability test, the coefficient of determination analysis and hypothesis testing. The results of the study concluded that 1) Product attributes influences consumer decisions to move brands to Xiaomi smartphone products, 2) Prices influences consumers 'decisions to switch brands to Xiaomi smartphone products, 3) Variety seeking influences consumers' decision to switch brands to Xiaomi smartphone products, 4) Product attributes, price and variety seeking simultaneously influence consumers' decision to switch brands to Xiaomi smartphone products. This explains that the good and bad consumers' perceptions of product attributes, price and variety seeking will increase the likelihood of consumers to switch brands to Xiaomi smartphone products. Keyword : Product Atribute, Price, Variety Seeking, Brand Switching

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSuhardi, YusufUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 09 Dec 2021 11:02
Last Modified: 09 Dec 2021 11:02
URI: http://repository.stei.ac.id/id/eprint/6163

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