HUBUNGAN ANTARA HARGA DAN WORD OF MOUTH (WOM) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

HIKMAWATI, HIKMAWATI (2018) HUBUNGAN ANTARA HARGA DAN WORD OF MOUTH (WOM) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

HIKMAWATI. The Correlation Between Price And Word Of Mouth (WOM) With Purchase Decision Samsung Smartphone On Students Faculty Of Economics In State University Of Jakarta At Jakarta. Study Program of Business Education, Faculty of Economics, State University of Jakarta.. This research was conducted at Faculty of Economics State University of Jakarta, for five months, starting from February until June 2018. This research aims to determine the correlation between price and word of mouth with purchase decision of Samsung Smartphone at Faculty of Economics State University of Jakarta in simultan and partial. The research method used is survey method with the correlation approach, and population used are all college students at Faculty of Economics State University of Jakarta. The sampling technique used is Purposive sampling technique as many as 131 people as respondents. The resulting regression equation is Ŷ = 22,882 + 0,246 X1 + 0,605 X2. Test requirement analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smirnov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is > 0.05 it can be concluded that the data is normally distributed and can be used. From simultaneous significance test (Test F) yield Fcount 164,500 > Ftable 3,07, so it can be concluded that price and word of mouth (WOM) simultaneously have a significant effect on purchase decision. Furthermore, t test between X1 and Y resulted in tcount 2,748 > ttable 1,65685, so the partial conclusion there is a significant influence price and word of mouth with purchase decision. While t test of X2 and Y yield tcount 4,858 > ttabel 1,65685, so the partial conclusion there is significant influence between word of mouth with purchase decision. It can conclude that the correlation is possitive and significant. The coefficient of determination Y on X1 and X2 obtained by 0,720 indicating that, 72% variable purchase decision determined by price and word of mouth (WOM). Key word: Purchase Decision, Price, Word Of Mouth

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