Pengaruh brand trust terhadap proses keputusan pembelian pengguna smarthphone merek Iphone (studi pada mahasiswa prodi S1 Manajemen Fakultas Ekonomi Universitas Negeri Malang Angkatan 2013 / Wahyu Dian Ningrum
| Main Author: | Ningrum, Wahyu Dian |
|---|---|
| Format: | Thesis NonPeerReviewed |
| Terbitan: |
, 2017
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| Online Access: |
http://repository.um.ac.id/32067/ |
Daftar Isi:
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ABSTRAKNingrumWahyuDian.2017.PengaruhBrandTrustTerhadapProsesKeputusanPembelianSmartphoneMerekiPhone(StudiPadaMahasiswaProdiS1ManajemenFakultasEkonomiUniversitasNegeriMalang).SkripsiJurusanManajemenFakultasEkonomiUniversitasNegeriMalang.PembimbingDr.AniekIndrawatiSSi.M.MKataKuncibrandtrustproseskeputusanpembelianBanyaknyapersaingansmartphoneyangmasukkeIndonesiamemberikanbanyakpilihanmerekuntukparapenggunanya.Semakinmajuteknologimakaakanmunculberbagaimereksmartphone.Konsumendihadapkandenganberbagaimereksmartphonedalammemenuhikebutuhansehari-harinyasepertismartphonemerekiPhone.Kepercayaanmerupakanfaktoryangsangatpentingdalammengubahkonsumenmenjadipelangganpertamakali.DenganadanyakepercayaanmerekyangdimilikikonsumenkepadasuatumerekakanmemicuadanyaproseskeputusanpembeliankonsumenuntuksmartphonemerekiPhone.TujuandaripenelitianiniuntukmengetahuibagaimanakondisibrandtrustdanproseskeputusanpembelianpadaMahasiswaProdiS1ManajemenFakultasEkonomiUniversitasNegeriMalangselanjutnyauntukmengetahuipengaruhbrandtrustterhadapproseskeputusanpembeliansmartphonemerekiPhonepadaMahasiswaProdiS1ManajemenFakultasEkonomiUniversitasNegeriMalang.Variabelindependen(bebas)padapenelitianiniadalahbrandtrustsedangkanvariabeldependen(terikat)adalahproseskeputusanpembelian.Pendekatanpenelitianiniadalahpenelitiankuantitatifdenganjenispenelitiandeskriptifdanexplanatory.PopulasidalampenelitianiniadalahseluruhmahasiswapenggunasmartphonemerekiPhoneyangberjumlah120respondendenganjumlahsampel95responden.Sampelinidiambildengantekniksamplingpurposiverandomsamplingdanmenggunakaninstrumentberupakuisoner.Teknikanalisisdatamenggunakananalisisregresilinearberganda.Hasilpenelitianmenunjukkanbahwa(1)Mahasiswaangkatan2013-2016mempersepsikanbrandtrust(brandreliabilitydanbrandintentions)sudahbaikdanproseskeputusanpembelianyangbaikdalammengguakansmartphonemerekiPhone(2)brandtrust(brandreliabilitydanbrandintentions)berpengaruhpositifdansignifikansecaraparsialterhadapproseskeputusanpembeliansmartphonemerekiPhone(3)brandtrust(brandreliabilitydanbrandintentions)berpengaruhpositifdansignifikansecarasimultanterhadapproseskeputusanpembeliansmartphonemerekiPhone.Berdasarkanhasilpenelitianmakasaranyangdapatdiberikanpenelitikepada1.PerusahaansebaiknyaAppleInc.terusmelakukaninovasi-inovasibarudenganmengeluarkanfitur-fiturbaruyangbelumpernahdimilikimereksmartphonelainyaagartetapungguldanbersaingkarenadarihasilpenelitianbahwafitur-fiturtersebutsangatbermanfaatdansesuaidengankebutuhan2.UntukkonsumensebaiknyaselalumemperbanyakinformasipordukdarisuatumerekkhususnyaproduksmartphonemerekiPhonekarenasaatinibanyakberedarprodukhandphonedenganmerek-merekyangpalsuyangmemilikibentukfisikyangmiriptetapitidakmemilikikualitasyangsama.3.Saranbagipenelitiselanjutntaadalahuntukmenambahkanvariablelainmisalnyabrandequitysehingganantinyahasilpenelitianyangdiperolehdapatdijadikansebagaiperbandingandenganpenelitianini.ABSTRACTNingrumWahyuDian.2017.InfluenceofBrandTrustonPurchaseDecisionProcessofSmartphoneofiPhoneBrand(StudyonS1ManagementProgramFacultyofEconomicsUniversitasNegeriMalang).SarjanasThesisManagementDepartmentFacultyofEconomicsUniversitasNegeriMalang.SupervisorDr.AniekIndrawatiSSi.M.MKeywordsbrandtrustpurchasedecisionprocessThenumberofsmartphonecompetitionsinIndonesiaprovidesmanychoicesofbrandsfortheirusers.Thedevelopmentofadvancedtechnologywillalsoemergevarietiesofsmartphonebrandswhicharesophisticatedintermsoftheirfeaturesandservices.ConsumersarefacedwithvarietiesofsmartphonebrandsinfulfillingtheirdailyneedslikepurchasingsmartphoneofiPhonebrand.Trustisaveryimportantfactorinchangingthebuyersorconsumerstobecomethefirstcustomers.DuetotheemergenceofbrandtrustownedbytheconsumerstowardabranditwillleadtothepurchasedecisionprocessespeciallyonbuyingsmartphoneofiPhonebrand.TheaimsofthisstudyaretodeterminehowtheconditionofbrandtrustandpurchasedecisionprocessonS1studentsofManagementProgramFacultyofEconomicsUniversitasNegeriMalangandtofindouttheinfluenceofbrandtrustonpurchasedecisionprocessespeciallyonbuyingsmartphoneofiPhonebrandonS1studentsofManagementProgramFacultyofEconomicsUniversitasNegeriMalang.Theindependentvariableofthisstudyisbrandtrustwhilethedependentvariableispurchasedecisionprocess.Theapproachusedonthisstudyisquantitativeresearchwhosetypesaredescriptiveresearchandexplanatory.ThesubjectsofthisstudyareallstudentswhoareiPhoneusers.Thetotalofthemare120respondentsandthesamplesare95respondents.Thosesamplesaretakenbyusingpurposiverandomsamplingandusingquestionnairesinstrument.Analysisdatatechniqueusesmultiplelinearregressionanalysis.Theresearchfindingsshowedthat(1)Studentsof2013-2016academicyearperceivethatbrandtrust(brandreliabilityandbrandintentions)wasalreadygoodandpurchasedecisionprocesswasalsogoodinusingsmartphoneofiPhonebrand(2)brandtrust(brandreliabilityandbrandintentions)haspositiveandsignificantinfluencespartiallyonpurchasedecisionprocessofiPhonesmartphone(3)brandtrust(brandreliabilityandbrandintentions)haspositiveandsignificantinfluencessimultaneouslyonpurchasedecisionprocessofiPhonesmartphone.Basedonthoseresearchfindingstheresearchersuggests(1)thecompaniesespeciallyAppleInc.tocreatenewinnovationscontinuouslybyreleasingnewfeaturesthathaveneverbeenownedbyothersmartphonebrandsaimingtobesuperiorandcompetitivesinceduetothepreviousstudyshowedthatthosefeaturesareveryusefulandappropriatetothenecessities(2)theconsumerstoincreaseinformationaboutabrandofproductespeciallysmartphoneproductofiPhonebrandsincetherearemanyhandphoneproductswhichhavecounterfeitbrandsandhavesimilarphysicalshapeyethavenosimilarquality(3)furtherresearcherstoaddothervariablesuchasbrandequitysothattheresearchfindingsobtainedcanbecomparedtothisstudy.