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

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

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Abstract

NADHILAH, 8135145164, The Correlation between WOM (Word Of Mouth) And Product Features With Purchase Decision of Samsung Smartphone in The Faculty of Economics Student Universitas Negeri Jakarta in Jakarta. Thesis, Jakarta: Faculty of Economics, Universitas Negeri Jakarta. 2018. This research was conducted for five months, start from February – June 2018. The purpose of this study was conducted to determine whether there is correlation between WOM (Word of Mouth) and Product Features with Purchase Decision of Samsung Smartphone on Students of Faculty of Economics Universitas Negeri Jakarta in Jakarta. The method use in this research is survey method. The population in this study is all student Faculty of Economics, Universitas Negeri Jakarta who made the purchase of Samsung smartphone. The technique of selecting respondent using purposive sampling which amounted to 146 people. For data collecting researchers using questionnaires with Likert scale. The variables are Purchase Decision (Y), WOM (Word of Mouth) (X1) and Product Features (X2) is the secondary data obtained from the dissemination of research questionnaires. Data analysis technique used is, first test requirement analysis consisted of test of normality and test of lineararitas. Both multiple linear regression tests. The three hypothesis test that contains t test and F test. Fourth multiple correlation test. The last one is analysis of coefficient of determination. Multiple regression equation obtained result Ẏ = 37,141 + 0,439X1 + 0,347X2. Test F, found the result Fcount of 68,240> Ftable value 3,061. So it can be concluded that there is a simultaneous influence of WOM (Word of Mouth) variables and Product Features with Purchase Decision because Fcount> Ftable. The coefficient value of determination R2 is 0.488. This means that the WOM (Word of Mouth) (X1) and Product Features (X2) variables affect the Purchase Decision (Y) as much as 48.8% the remainder is influenced by other un-researched variables. While for thitung on WOM (Word of Mouth) variable equal to 7,004 and thitung for variable of Product Feature equal to 7,222. Where ttable is 1.65558, this means there is significant partial influence of WOM (Word of Mouth) variable and Product Feature with Purchase Decision, because thitung> ttable. While the value of determination coefficient R2 WOM (Word of Mouth) (X1) is 30,2%. Then the coefficient of determination R2 Product Feature (X2) is 31.3%. Keywords: Purchase Decision, WOM (Word of Mouth), Product Features.

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