PENGARUH PRIBADI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN HANDPHONE MEREK APPLE DI UNIVERSITAS BATANGHARI JAMBI

hania Fitri Bisyahra, hania Fitri Bisyahra (2022) PENGARUH PRIBADI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN HANDPHONE MEREK APPLE DI UNIVERSITAS BATANGHARI JAMBI. skripsi thesis, Universitas Batanghari.

Text THANIA FITRI 1800861201016.pdf Download (2MB)

Abstract

ABSTRACT Thania Fitri Bisyahra/ 1800861201016/ Faculty of Economics University Batanghari Jambi/ The Effect of Product Quality on Personal Influence Decisions on Consumers' Purchasing Decisions of Apple Brand Mobile Phones at Batanghari Jambi University/ 1 st Advisor Ahmad Tarmizi, SE, MM /2nd Dr. Ahmad Firdaus, SE, MM The purpose of this study is to find out the personality of consumers and the purchase decision of Apple brand mobile phone products at Batanghari Jambi University and to find out the influence of consumers' personal influence on purchasing decisions of Apple brand mobile phone products at Batanghari Jambi University This research includes the type of correlational research, using the research methods used is the survey method. The data retrieval technique with poll, the score obtained from the poll is then analyzed with a descriptive analysis that is poured in the form of percentages. Quantitative research is a study that works with numbers, whose data is tangible number (score or value, rank or frequency) analyzed using statistics to answer questions or hypotheses Research that is specific in nature and to make predictions that certain three affects other variables. Apple is a multinational corporation headquartered in California, founded by Steve Jobs. Apple is the smartphone product with the highest brand value. Until 2019, Apple became the company with the highest brand value ranking. Apple manufactures products according to the needs and demands of the market, and Apple perfectly understands the outstanding performance in each product. Apple understands how to turn its products into luxury products. Constant value of 2,195. This means that if the Consumer Personal variable is considered constant (worth 0), then the purchase decision variable on apple products will be worth 2,195. The consumer personal variable coefficient of 0.476 means that every time there is an increase in consumer personality by 1%, it results in the purchase decision on Apple Products will increase by 47.6% From the results of the Personal Consumer likert scale on Apple Gadget products with an average score of 378, it means that consumers rate Personal Consumers as good. Furthermore, consumers' purchasing decisions in buying Apple Gadget products with an average score of 379 means that the purchase decision indicator is good. Based on the t test, it is known that there is a significant influence between the Consumer's Personal on the purchasing decision of the Apple Gadget product as evidenced by the t test t count > t table (8,624 > 1,984), meaning that Ho is rejected and Hi is accepted so that it can be stated that the Consumer's Personal can influence the consumer's purchasing decision. The amount of personal influence of consumers on purchasing decisions was 43.1%, while the remaining 56.9% was explained by other factors besides the independent variable. This answers the hypothesis of H2 which states about the relationship between the Consumer's Personal and purchasing decisions.

Actions (login required)

View Item