PENGARUH HARGA DAN FAKTOR PSIKOLOGIS TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO DI WILAYAH RANGKASBITUNG

Authors

  • Yudha Supriatna Universitas Serang Raya
  • Deni Sunaryo
  • Sofian Sauri

DOI:

https://doi.org/10.30656/jm.v7i1.897

Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh harga dan faktor psikologis terhadap pengambilan keputusan pembelian smartphone merek oppo di wilayah rangkasbitung. Dan penelitian ini juga bertujuan untuk menganalisis faktor yang paling dominan pengaruhnya terhadap pengambilan keputusan pembelian smartphone merek oppo di wilayah rangkasbitung. Populasi yang digunakan dalam penelitian ini adalah konsumen counter acc celular rangkasbitung. Sampel pada penelitian ini sebanyak 90 responden dan teknik yang digunakan adalah teknik Non- probability sampling dengan pendekatan accidental sampling (pengambilan sampel berdasarkan kebetulan). Berdasarkan uji hipotesis diperoleh nilai F-hitung adalah 112.081 sedangkan F-tabel adalah 3,010 yang berarti F-hitung > F-tabel. Ini menunjukan Ho ditolak dan Ha diterima artinya terdapat pengaruh positif dan signifikan pada harga dan psikologis terhadap pengambilan keputusan pembelian smartphone merek oppo di wilayah rangkasbitung.

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Published

2018-12-08

Issue

Vol. 7 No. 1 (2017): Jurnal Manajemen

Section

Articles

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