Penetapan Merek Dan Harga Terhadap Minat Beli Konsumen

Authors

  • Dhuha Safria Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.35384/jemp.v8i1.263

Keywords:

Merek, Harga, Minat Beli

Abstract

Tujuan penelitian ini guna memahami pengaruh variabel merek dan harga pada minat beli konsumen smartphone Oppo. Jenis penelitian yang dipergunakan ialah metode kuantitatif. Data penelitian dikumpulkan mempergunakan kuesioner dengan skala likert kepada 40 responden. Metode penelitian yang dipergunakan yaitu analisis regresi berganda, uji heteroskedastisitas, uji multikolinearitas, uji normalitas, uji realibilitas, uji validitas, uji F, uji t, dan koefisien determinasi dengan SPSS. Hasil penelitian ini memperlihatkan bahwasanya merek dan harga berpengaruh signifikan pada minat beli smartphone Oppo. Hasil ini belum dapat digeneralisir karena kurang beragamnya responden secara rentang usia, perbedaan demografis dapat mempengaruhi hasil penelitian. Berdasarkan keterbatasan, saran untuk penelitian berikutnya yaitu mempergunakan responden yang lebih bervariasi serta meneliti variabel lainnya yang juga memengaruhi minat beli konsumen untuk melihat faktor mana yang paling berpengaruh.

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Published

2022-06-28

Issue

Vol. 8 No. 1 (2022): Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking)

Section

Articles

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