Keywords
fitur produk
merek
pengaruh sosial
harga
How to Cite
Abstract
Penelitian ini bermaksud untuk menguji faktor-faktor yang mempengaruhi minat pembelian terhadap smartphone di Yogyakarta. Metodologi penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel menggunakan convenience sampling. Populasi dalam penelitian ini merupakan mahasiswa di Yogyakarta dengan rentang usia 17 sampai dengan 50 tahun yang memiliki smartphone. Sampel penelitian ini berjumlah 150 responden dengan menyebarkan kuesioner serta model regresi linier berganda sebagai analisis data. Hasil yang diperoleh pada penelitian ini mengungkapkan bahwa fitur produk berpengaruh terhadap minat pembelian pada smartphone, merek tidak berpengaruh terhadap minat pembelian pada smartphone, pengaruh sosial berpengaruh positif terhadap minat pembelian pada smartphone, dan harga berpengaruh terhadap minat pembelian pada smartphone.
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