PENGARUH FITUR PRODUK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

SIAGAN, JUNIATY NOVITASARI (2020) PENGARUH FITUR PRODUK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

JUNIATY NOVITASARI SIAGAN, The Effect of Product Features and Product Design on Purchasing Decisions of Samsung Smartphones of Students in the Faculty of Economics, State University of Jakarta. The study was conducted at Jakarta State University for three months starting from January 2019 to March 2019. The purpose of this study was to study the discussion of Product Features and Product Design on the Purchase Decision of Samsung Smartphones. The research method used is a quantitative research method, the population is taken from the Faculty of Economics, Jakarta State University Students. The total sample of 100 respondents taken using purposive sampling technique. The resulting regression equation is Ŷ = 0.812 + 0.496 X1 + 0.173 X2. Test requirements analysis using the test for normality and linearity. Test for normality with the Kolmogorov-Smirnov test with a significance level (α) = 5% or 0.05 and produce a significant level of Y value of 0.272, X1 of value 0.501, X2 of value of 0.674. Because the significance level of the three variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Y linearity test over X1 yields 0.833 <0.05 and Y linearity test X2 produces 0.112 <0.05, so the linear regression results are obtained. Then the t test was carried out and yielded Y over X1 tcount 6.938> ttable = 1.954, Y over X2 tcount 1.575> ttable = 1.954. It can be concluded that the correlation coefficient is positive and significant. The coefficient of determination of Y for X1 and X2 obtained is 0.711 which represents 71.1% of the purchase decision variable is determined by product features and product design. Keywords: purchase decision, product features, product design

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