PENGARUH FITUR PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO (Studi Kasus SMA Negeri 4 Sungai Bahar Muaro Jambi)

Melyda Br Manullang, Melyda Br Manullang (2022) PENGARUH FITUR PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO (Studi Kasus SMA Negeri 4 Sungai Bahar Muaro Jambi). skripsi thesis, Universitas batanghri.

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Abstract

ABSTRACT MELYDA BR MANULLANG/1700861201312/The Influence of Product Features and Prices on Vivo Smartphone Purchase Decisions Case Study SMAN 4 Sungai Bahar/Advisor I Ahmad Tarmizi, S.E,.M.M/ Supervisor II Riko Mappadeceng, S.E.,M.M. The development of communication technology in the 21st century has experienced very rapid development and gave birth to a future multifunctional communication tool called a smartphone. The need for communication tools such as cell phones or smartphones is always increasing from year to year, especially for certain types of cellphones or smartphones. In discussing this problem the author uses a qualitative descriptive method. Qualitative descriptive research is one of the types of qualitative research. The purpose of this research is to reveal events or facts, circumstances that occurred during the research by presenting what actually happened. SMAN 4 Muaro Jambi is one of the educational units with a high school level in Marga, Kec. Sungai Bahar, Kab. Muaro Jambi, Jambi. In carrying out its activities, SMAN 4 Muaro Jambi is under the auspices of the Ministry of Education and Culture. SMAN 4 Muaro Jambi is located at JLN. Bougenfil, Marga, Kec. Sungai Bahar, Kab. Muaro Jambi, Jambi, with postal code 36365. From the results of research on the effect of product features and prices on purchasing decisions for vivo smartphones in SMA N 4 Sungai Bahar, Muaro Jambi students, the conclusion is that a significant value is obtained in the ANOVA table with a significant value of 0.000, so it can be concluded that product features and price variables affect smartphone purchasing decisions. vivo. This is by following the significance level of 0.05. This means that if the significant value is below 0.05, the independent variable affects the dependent variable. The results of this study can provide valuable information for companies in processing product innovation and all policies that are directly related to aspects of product features. Keywords: Product, Price, Purchase Decision

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