Inovasi Smartphone Iphone terhadap Keputusan Pembelian Mahasiswa Fispol Unsrat

Authors

  • Nashara Veren Imon Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Johnny A. F. Kalangi Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Lucky F. Tamengkel Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

Abstract

This study aims to determine whether innovation has an effect on smartphone purchasing decisions for students of the Faculty of Social and Political Sciences, Sam Ratulangi University, Manado. This research is a type of quantitative research with the population selecting students who fill the KRS or even semester active students and the researchers take 2827 students. So that the sample size uses the Slovin formula, and after being calculated using this formula, the sample in this study amounted to 97 respondents. The data analysis technique used simple linear regression analysis. In the case of a simple regression test, the results show that there is an influence between innovation on purchasing decisions. The results showed the relationship between the influence of the Innovation variable on the Purchasing Decision by 48.1%, indicating that the results of this study partially have a positive effect on the iPhone Smartphone Purchase Decision on the students of the Faculty of Social and Political Sciences, Sam Ratulangi University.

References

Agus Rahayu, Gita Anggarini. 2009. Pengaruh Inovasi Produk Terhadap Keputusan Pembelian Produk Audio Sony (Survei Pada Konsumen di Toko Aneka Irama Jalan ABC Bandung). Jurnal Pendidikan Manajemen Bisnis. Vol 9, No 2.

Basu Swastha dan T. hani Handoko, (2000), Manajemen Pemasaran (Analisa Perilaku Konsumen), Yogyakarta : BPFE UGM

Fandy, Tjiptono. 2014. Pemasaran Jasa. Andi: Yogyakarta.

Hurley, R. F dan G. Hult (1998). Innovatiaon, Market Orientation and Organizational Learning: An Integration and Empirical Examination. Journal Of Marketing, 62: 42-54.

Kotler, Philip and Kevin Lane Keller. 2012. Marketing Management, Edisi 14. New Jersey: Prentice-Hall Published.

Novita Ekasari, Suswita Roza. 2018. Pengaruh Inovasi Produk Terhadap Keputusan Pembelian Konsumen Bisnis pada UMKM Keripik Pisang Dharma Jaya. Jurnal Manajemen Terapan dan Keuangan. Vol 6 No 03 : MANKEU.

Sinurat, E.S.M. 2017. Pengaruh Inovasi Produk, Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Mobil Suzuki Ertiga. Jurnal Ekonomi Manajemen Bisnis Akuntansi. Vol 5 No. 2, Unsrat Manado.

https://ejournal.unsrat.ac.id/index.php/emba/article/view/16522/16014. Diakses tanggal 15 Oktober 2018.

Walangitan. 2017. Kualitas Produk Terhadap Kepuasan Pelanggan di Kopi BOX Wanea Manado. Jurnal JMBI. Vol.4 No.3 Hal 162-167

https://ejournal.unsrat.ac.id/index.php/jmbi/article/view/17993/17517 diakses tanggal 8 september 2018.

Downloads

Published

2020-10-17

How to Cite

Imon, N. V., Kalangi, J. A. F., & Tamengkel, L. F. (2020). Inovasi Smartphone Iphone terhadap Keputusan Pembelian Mahasiswa Fispol Unsrat. Productivity, 1(5), 421–425. Retrieved from https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/30787