Triyani, Triyani (2009) Pengaruh sikap konsumen terhadap keputusan pembelian handphone Nokia: Survei pada pengunjung Nokia Care Bimasakti Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
ABSTRAK
Handphone sebagai alat komunikasi yang mudah digunakan dan diminati, semakin hari semakin banyak beredar dilingkungan masyarakat dunia. Konsumen dihadapkan dengan berbagai macam handphone sehingga konsumen mempunyai banyak alternatif dalam menentukan jenis apa yang akan dipilih. Dalam hal ini sikap konsumen memegang peranan penting, sebab keputusan membeli sangat bergantung kepada sikap dari konsumen tersebut.
Penelitian ini bertujuan untuk mengetahui pengaruh sikap konsumen terhadap keputusan pembelian handphone Nokia, dan seberapa besar hubungan keeratan antara sikap konsumen dengan keputusan pembelian. Untuk menjawab tujuan penelitian tersebut, digunakan uji regresi linear berganda yang meliputi uji simultan dan uji parsial. .Pengambilan sampel dilakukan dengan teknik accidental sampling, dimana jumlah sampel yang diteliti sebesar 5 kali jumlah item variabel atau sebesar 75 responden.
Hasil penelitian menunjukkan bahwa variabel persepsi, perasaan, dan kepercayaan baik secara simultan maupun parsial mempunyai pengaruh yang signifikan terhadap keputusan pembelian handphone Nokia. Masing-masing variabel bebas tersebut mempunyai hubungan yang erat terhadap keputusan pembelian. Diantara variabel persepsi, perasaan, dan kepercayaan, variabel perasaan merupakan variabel yang dominan dalam mempengaruhi keputusan pembelian handphone Nokia. Untuk itu, Nokia harus mampu memahami bagaimana kondisi emosional konsumen, dan terus menciptakan inovasi baru yang sesuai dengan keinginan konsumen. Selain itu, dalam rangka menciptakan kepercayaan konsumen, sebaiknya Nokia menerapkan prinsip kejujuran, keikhlasan, professional, silaturahmi, dan bermurah hati yang menjadi inti dari marketing yang dilakukan Muhammad SAW yang sekarang ini dikenal dengan istilah Soul Marketing.
ABSTRACT
Handphone as communication tool which is easy to use and loved, goes arround day by day in the people’s society in the world. Consumers are faced with so many kinds of handphone, so there are many alternatives and kinds of handphone to choose. In this case consumer’s attitude holds an important role, because the purchase decision depends on consumer’s attitude.
This research has purpose to know the influence of consumer’s toward Nokia handphone purchase decision, also how much the correlation between consumer attitude and purchase decision. To achieve the research’s aim, this research used doubled linear regression which consists of simultant test dan partial test. The sample is taken by using accidental technique sampling, which the amount of researched sample is equal to five times from the amount of variable item or equal to 75 respondens.
The result of this research shows that perception variable, feeling variable, and trust variable either simultantly or partially significant influence toward Nokia handphone purchase decision. Each of free variable has close correlation toward purchase decision. Among the perception variable, feeling, and trust, feeling variable is the dominant variable to influence Nokia mobile phone purcahse decision. So, Nokia should understand how the consumer emotional condition, and create new innovation continously which is suitable with consumer desire. Besides that, to create the consumer trust, Nokia should use reliability principle, sincerity, proffessionality, goodwill, and kindness heart which are the core of marketing which is done by the Prophet of Muhammad SAW that recently known as Soul Marketing.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Masyhuri, Masyhuri | ||||||
Contributors: |
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Keywords: | Sikap Konsumen; Keputusan Pembelian; Customer attitude; purchase decision | ||||||
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Adi Sucipto | ||||||
Date Deposited: | 17 Jan 2023 11:27 | ||||||
Last Modified: | 17 Jan 2023 11:27 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/44724 |
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