Published: 2024-04-01

Pengaruh Atribut Produk, Harga dan Promosi Terhadap Keputusan Pembelian Smartphone Samsung di Kota Palembang

DOI: 10.35870/jemsi.v10i2.2296

Putri Cintya Pratiwi, Siti Komariah Hildayanti, Shafiera Lazuarni
  • Putri Cintya Pratiwi: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
  • Siti Komariah Hildayanti: a:1:{s:5:"en_US";s:31:"Universitas Indo Global Mandiri";} , Indonesia
  • Shafiera Lazuarni: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
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Abstract

Perkembangan Smartphone di Indonesia berkembang dengan pesat dan membawa perubahan dan kemudahan bagi masyarakat untuk saling terhubung. Persaingan pasar yang semakin ketat membuat Samsung harus bersaing dan memperlihatkan keunggulan produknya untuk merebut perhatian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh atribut produk, harga dan promosi terhadap keputusan pembelian Smartphone Samsung di Kota Palembang secara parsial maupun simultan. Metode penelitian yang digunakan adalah model regresi linear berganda. Teknik Sampling menggunakan Convenince Sampling. Populasi dalam penelitian ini adalah para pengguna Smartphone Samsung di Kota Palembang. Sampel menggunakan Rumus Hair, et., al diperoleh jumlah 160 responden. Hasil penelitian menunjukkan bahwa secara parsial terdapat pengaruh positif dan signifikan antara atribut produk dan harga terhadap keputusan pembelian. Variabel promosi tidak berpengaruh signifikan terhadap keputusan pembelian. Besarnya pengaruh atribut produk, harga dan promosi terhadap keputusan pembelian secara simultan 72,2% dan sisanya 27,8% dipengaruhi variabel lain yang tidak diteliti. Kesimpulannya atribut produk, harga dan promosi berpengaruh secara simultan terhadap keputusan pembelian Smartphone Samsung.

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How to Cite

Putri Cintya Pratiwi, Hildayanti, S. K., & Shafiera Lazuarni. (2024). Pengaruh Atribut Produk, Harga dan Promosi Terhadap Keputusan Pembelian Smartphone Samsung di Kota Palembang . JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1209-1219. https://doi.org/10.35870/jemsi.v10i2.2296
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 2 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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