ANALISIS PERSEPSI KONSUMEN TENTANG ATRIBUT PRODUK SERTA PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (STUDI KASUS PADA TOKO TIA PONSEL DI KOTA PEMATANGSIANTAR)

Abstract

This study aims to analyze consumer perceptions of product attributes and their effects on purchasing decisions for Oppo smartphones. Respondents used in this study were 79 people. The variables used are Brand (X1), Features (X2), Design (X3) and Purchase Decision (Y). Then the data obtained were analyzed using multiple regression analysis. From this analysis, a regression analysis was obtained: Y = 4,840 + 0,279X1 - 0,084X2 + 0,486X3 + e. Analysis of the coefficient of determination (R2) of 0, 594 means that 59.4% of variations in purchasing decision variables can be explained by brand, features and design variables, while the remaining 40.6% is not explained in this study. The results of the data analysis obtained show that the brand and design variables have a positive and significant influence on purchasing decisions at the Tia Ponsel Store, while the feature variables have no effect on purchasing decisions. And the variables of brand, features and design simultaneously influence purchasing decisions.