Android Smartphone Among Young People

Daryono Setiadi, Nurjanah Rahayuningsih, Surianti Surianti, Samsul Anwar

Abstract


This study aims to determine purchasing decisions among young people who need their daily life is still filled by the lord yes. Android smartphones among young people are still included in the category of expensive items. The sample used is young people who are still learning and have no income. Consumers in determining the decision to purchase products are influenced by including price perceptions, product features, and word of mouth. Consumer complaints about price perceptions are caused by Android smartphones perceived to be more expensive. Price perception is related to how price information is understood entirely by consumers and gives a deep meaning to them, three indicators namely: Price conformity to product quality, Price conformity to benefits and Competitive prices. Product features are elements of a product that are considered important by consumers and are used as the basis for making a purchasing decision, researchers use four indicators, namely: Diversity of Features, Quality of Features, Importance of Features and Completeness of Features. Word of Mouth or WOM is the act of providing any information related to the product by consumers to other consumers. there are three indicators of Word of Mouth, namely: Word of Mouth Organic, Word of Mouth Amplified and Word of Mouth Marketing. The purchase decision is a decision as the choice of an action of two or more alternative choices, there are six indicators namely: Product choice, Brand choice, Time choice, Store choice, Choice of amount and Choice of payment. From the results of this study it was found that the influence of Price Perception (X₁), Product Features (X₂) and Word of Mouth (X₃) on Purchasing Decisions (Y) had a very strong and positive effect because when young people whose financial needs were still met from his parents or young people who have not worked is largely determined by the variable Price Perception (X ₁), Product Features (X ₂) and Word of Mouth (X ₃) together or simultaneously affect the Purchase Decision (Y) of an android smartphone.


Keywords


Price Perception; Product Features; Word Of Mouth; Purchase Decision;

Full Text:

PDF

References


Hair, Joseph F. et all. (2010). Multivariate Data Analysis A Global Perspective. Seventh Edition. New Jersey: Pearson Education.

Juwita, Lewisa Nora. (2014). Pengaruh Kualitas Pelayanan, Suasana Toko, dan Word Of Mouth Terhadap Minat Beli Ulang Konsumen (Studi Pada Konsumen Waroeng Spesial Sambal). Universitas Negeri Yogyakarta.

Kasali, Rhenald. (2005). Sembilan Fenomena Bisnis. Jakarta: PT. Gramedia Pustaka Utama.

Kotler dan Keller, (2012). Marketing Management Edisi 14, Global Edition. Pearson Prentice Hall.

Kotler, Philip dan Gary Armstrong. (2001). Prinsip-Prinsip Pemasaran, jilid 2, edisi ke-8. Jakarta: Erlangga.

Kotler, Philip. (2002). Manajemen Pemasaran, Analisa Perencanaan,Implementasi dan Kontrol. Edisi Kesembilan. Jilid 1. (Alih bahasa: Hendra Teguh S.E.,A.K., dan Ronny A. Rusli, S.E.). Jakarta: Prehalindo.

Kotler, Philip. (2005). Manajemen Pemasaran, Jilid 1 dan 2. Jakarta: PT. Indeks Kelompok Gramedia.

Kotler and Armstrong. (2006). Principles of Marketing, Eleventh Edition. New Jersey: Pearson Prentice Hall.

Kotler, Philip. (2008). Manajemen Pemasaran edisi kesebelas. Jilid 2, Edisi Bahasa Indonesia. Jakarta: Indeks.

Kotler, Philip; Armstrong, Gary, (2008). Prinsip-Prinsip Pemasaran, Jilid 1, Erlangga, Jakarta.

Lupiyoadi, Rambat. (2001). Manajemen Pemasaran Jasa. Jakarta: PT. Salemba Empat.

Mangkunegara, A.A. Anwar Prabu. (1988). Perilaku Konsumen. Bandung: Eresco.

Monroe, Allard C.R Van Riel et al. (2005). Marketing Antecedent of Industrial

Brand Equity: An Empirical Investigation in Specialty Chemical.

Mudrajat Kuncoro. (2003). Metode Riset untuk Bisnis dan Ekonomi. Jakarta: Erlangga.

Muhamad Ichsan, Maria Magdalena Minarsih dan Budi Hasiholan, Leonardo (2015). Effect Of Price, Features And Advertising On The Decision To Purchase Mobile Samsung Android (Study Case Against Samsung Android User Handphone In Regional District of Genuk). Universitas Pandanaran Semarang.

Peter, J. Paul dan Jerry C Olson. (2000). Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Jilid Satu. Edisi Keempat. Jakarta: Erlangga.

Sugiyono. (2013). Metodologi Penelitian Bisnis. Bandung: Alfabeta.

Sukotjo, Hendri dan Sumanto Radix A. (2010). Analisa Marketing Mix terhadap Keputusan Pembelian Produk Klinik Kecantikan Teta Surabaya.

Sumardi dan Silviana, Marlin dan Melone, Melina. (2011). Rest In Peace Advertising 1729-2010 A Mind And Soul Deceiver Lie Teller And Exaggeration Expert Killed By The Power Of World Of Mouth Marketing. Jakarta: PT. Gramedia Pustaka Utama.

Tjiptono, Fandy; Chandra, Gregorius; Adriana, Dadi. (2008). Pemsaran Strategik. Yogyakarta: Andi Offset.




DOI: https://doi.org/10.29103/ijevs.v1i5.1930

Article Metrics

 Abstract Views : 509 times
 PDF Downloaded : 125 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Daryono Setiadi, Nurjanah Rahayuningsih, Surianti Surianti, Samsul Anwar