PENGARUH ATRIBUT PRODUK, HARGA, WORD OF MOUTH COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE

Abstract

Research aims to understand the influence of attribute products , prices and word of mouth communication of the decision the purchase of products smartphone vivo.Methods used is the method descriptive verifikatif with the approach ex post facto capital .Population is student PIPS the 2015-2017, FKIPUniversity  Lampung.Technique the sample collection use non probability of sampling with the methods accidental sampling.The sample of the used 60 respondents.The results of the study showed that there was some influence simultaneously attribute products, prices and word of mouth communication of the decision the purchase smartphone vivo on student P. IPSFKIPUniversity Lampung. Based on the analysis of obtained f_hitung 77,249

> f_tabel 2,77 this demonstrates with multiple linear regression coefficient of determination ( r² ) 0,805 which means the purchase decision influenced by product attributes, prices and word of mouth communication as much as 80,5 % and 19.5 % influenced by other factors .

Penelitian ini bertujuan untuk mengetahui pengaruh atribut produk, harga dan word of mouth communication terhadap keputusan pembelian produk smartphone vivo. Metode yang digunakan adalah metode deskriptif verifikatif dengan pendekatan ex post facto. Populasi adalah mahasiswa jurusan PIPS angkatan 2015-2017, FKIP Universitas Lampung. Teknik pengambilan sampel menggunakan non probability sampling denganmetode accidental sampling. Jumlah sampel yang digunakan sebanyak 60 responden.Hasil penelitian menunjukan bahwa ada pengaruh secara simultan atribut produk, harga dan word of mouth communication terhadap keputusan pembelian smartphone vivo pada mahasiswa jurusan P. IPS FKIP Universitas Lampung. Berdasarkan analisis diperoleh F_hitung 77,249> F_tabel 2,77 yang  ditunjukan  dengan regresi linier multiple dengan koefisien determinasi (r²) 0,805 yang berarti keputusan pembelian dipengaruhi oleh atribut produk, harga dan word of mouth communication sebesar 80,5 % dan 19,5 % dipengaruhi oleh faktor lain.

Kata kunci: keputusan pembelian, atribut produk, harga, word of mouth communication