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PENGARUH IKLAN DAN ATRIBUT PRODUK TERHADAPKEPUTUSAN PEMBELIAN SMARTPHONE IPHONE X (Studi Pada Konsumen Erafone Malang)

Noer Putri Wijayanti

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Abstract

The purpose of this study is to determine the influence of advertising and product attributes on purchasing decision. The type of this research is explanatory with quantitative approach. Number of samples in this study are 100 consumers of iPhone X smartphone buyers in Erafone Malang. Technique of collecting data was done through questionnaire. The result of research and discussion that has been done then can be conclude as follows: 1) Advertising have a positive and significant effect to iPhone X smartphone purchasing decision. 2) Product attribute have positive and significant effect to iPhone X smartphone purchasing decision. 3) Advertising and product attribute, together significantly have influence to iPhone X purchasing decision. 4) Product attributes become the variable which have the biggest contribution to the decision of purchasing iPhone X smartphone.

About this research paper

What this paper is about

The purpose of this study is to determine the influence of advertising and product attributes on purchasing decision. The type of this research is explanatory with quantitative approach. Number of samples in this study are 100 consumers of iPhone X smartphone buyers in Erafone Malang. Technique of collecting data was done through questionnaire. The result of research and discussion that has been done then can be conclude as follows: 1) Advertising have a positive and significant effect to iPhone X smartphone purchasing decision. 2) Product attribute have positive and significant effect to iPhone X smartphone purchasing decision. 3) Advertising and product attribute, together significantly have influence to iPhone X purchasing decision. 4) Product attributes become the variable which have the biggest contribution to the decision of purchasing iPhone X smartphone.

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Available abstract

The purpose of this study is to determine the influence of advertising and product attributes on purchasing decision. The type of this research is explanatory with quantitative approach. Number of samples in this study are 100 consumers of iPhone X smartphone buyers in Erafone Malang. Technique of collecting data was done through questionnaire. The result of research and discussion that has been done then can be conclude as follows: 1) Advertising have a positive and significant effect to iPhone X smartphone purchasing decision. 2) Product attribute have positive and significant effect to iPhone X smartphone purchasing decision. 3) Advertising and product attribute, together significantly have influence to iPhone X purchasing decision. 4) Product attributes become the variable which have the biggest contribution to the decision of purchasing iPhone X smartphone.

Key concepts: Purchasing, Purchasing decision, Advertising, Product (mathematics), Business, Marketing, Mathematics, Geometry

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PENGARUH IKLAN DAN ATRIBUT PRODUK TERHADAPKEPUTUSAN PEMBELIAN SMARTPHONE IPHONE X (Studi Pada Konsumen Erafone Malang) — Research Paper | ScholarLens