ANALISIS HUBUNGAN ANTARA PRODUK, HARGA, DAN PROMOSI DENGAN KEPUTUSAN KONSUMEN MEMBELI SMARTPHONE SAMSUNG GALAXY SERIES DI PLAZA MARINA SURABAYA
| Main Author: | DIANDRA , ANDROMEDA |
|---|---|
| Format: | Thesis NonPeerReviewed application/pdf |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.upnjatim.ac.id/6355/1/file1.pdf http://eprints.upnjatim.ac.id/6355/2/file2.pdf http://eprints.upnjatim.ac.id/6355/ |
Daftar Isi:
- The rapid development of technology has contributed positively in all fields especially in the field of business. Information technology today has made a lot of foreign companies into competing in conducting research and development of technology owned by their respective companies. Then the results of research and technological development undertaken by each of these companies, generating a new innovation in information technology, the Smartphone. One company that has a great resource technology is Samsung. Samsung is one of the South Korean company is currently ranked first in the world smartphone sales. Samsung started to be excellent for everyone when it begins to introduce an operating system created by Google that is Android enterprise. Since then, Samsung is really experiencing a tremendous increase in revenues from the sale of the smartphones that then other companies started to follow the operating system of Android such as Sony, LG, Lenovo, even Nokia are now using Android. This study aims to determine whether there is a relationship or how strong the relationship between Product, Price, and Promotion of the consumer's decision to buy the Smartphone Samsung Galaxy series in the Plaza Marina Surabaya. The variables used in this study is the variable Product, Price, and Promotion. This study menggunkana quantitative research methods and primary data. Research and analysis of objects by using the questionnaire technique. The sample used in this study were 97 persons buyer Smartphone Samsung Galaxy series in the Plaza Marina Surabaya. The analysis technique used is the technique of Multiple Correlation Analysis. The results of this study are variables Product, Price, Promotion simultanes and partially significantly associated with the consumer's decision to buy the Smartphone Samsung Galaxy series in the Plaza Marina Surabaya. Keywords: Product (X1), price (X2), Promotion (X), and the Decision to Buy (Y)