Pengaruh atribut produk terhadap keputusan pembelian Handphone Nokia: Studi kasus pada mahasiswa Fakultas Ekonomi UIN Malang

ABSTRACT

Free market and globalization era in economic world results in competition in all economic sectors. Consequently, the level of competition between similar industries is quite high. The emergence of new products with good quality is also another factor for the competition. Therefore, a company is demanded to find marketing strategy which is better and significant. It is also a need to be more creative, active as well as innovative for a company that it can contribute positively to the consumers including to the company it self. To attract the buyer's motivation through giving product attribute is an important step that should be taken by a company due to its image building which can influence consumer's motivation to buy or to use the product.

This research uses descriptive analytic approach and it is a case study which analyzes the influence of mutual variable (X1), mark (X2), product design (X3), and price (X4) which influence on motivation to buy Nokia hand phone (Y). Sampling technique used in accidental sampling technique with 120 respondents. Instrument of this research is questionnaire. The data are analyzed through descriptive statistic, double linier as well as partial regression.

The result reveals that mutual variable X1), mark (X2), product design (X3), and price (X4) influence on the decision to buy Nokia handphone (Y). with correlative coefficient (R) 0,696 (69,6) and level significance 0,05 and F score is 27,018. Besides, Adjusted R Square score is 0,467 or 46,7%. Influential variable which is dominant toward the motivation to buy Nokia Hand Phone (Y) is variable price item (X4) with coefficient regression (B) 0,730 and t score 7,501 with probability 0,000. the conclusion of this research shows that mutual variable (X1), mark (X2), product design (X3), and price (X4) influence on motivation to buy Nokia hand phone (Y). Therefore, it is better for Nokia company to consider and pay attention to that four variable.