HUBUNGAN ANTARA PERSEPSI TERHADAP INOVASI PRODUK DENGAN INTENSI MEMBELI PONSEL PADA MAHASISWA
| Main Author: | Risa Savitri, Septia |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2009
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/10241/1/HUBUNGAN_ANTARA_PERSEPSI_TERHADAP_INOVASI_PRODUK_DENGAN_INTENSI_MEMBELI_PONSEL_PADA_MAHASISWA.pdf http://eprints.umm.ac.id/10241/ |
Daftar Isi:
- Intention is a predictor of behavior, the intention would be to show someone how much willingness to do a certain behavior. Intention is often used as a basis for predicting behavior with sufficient accuracy. Therefore intention manufacturers require attention. Consumer purchase intention is determined by their perceptions of the product. The phone is one product that always looks to innovate in a short time and the price offered was also relatively affordable with facilities on offer. The more consumers perceive a positive product innovation is high consumer buying intentions and vice versa if consumers perceive a negative product innovation is the intention to buy the consumer will be low. As for doing this research is to empirically test the relationship between the perception of product innovation with the intention to buy the phone at the student. This research is quantitative research. Population in this research were students in Malang and the samples consisted of 100 people. The sampling technique used was quota sampling technique. Data collection method used is the scale, the scale of perception of product innovat ion and scale of purchase intention. The data analysis methods used product moment correlation is aided by the computer program SPSS for windows 13.00. From the research results show that there are positive relationships and highly significant between the perception of product innovation with the intention to buy the phone with a correlation coefficient value (r) = 0.348 and probability of error (p) < 0.01. This means that the more positive perception of the intensity of product innovation will buy high students, and vice versa increasingly negative perception of the intensity of product innovation will buy low. Therefore, it can be argued that the research hypothesis is proven or accepted. Effective contribution to the perception of product innovation to give effect to the intention to buy the phone for the remaining 12.1% of 87.9% determined by other factors of personality type, customer loyalty, lifestyle, perceptions of product quality.