AULIA, VISCA (2020) PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI SMARTPHONE SAMSUNG DI SAMSUNG STORE PLASA MARINA SURABAYA. Other thesis, UPN "VETERAN" JATIM.
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Abstract
Smartphone is a mobile phone that has features or high-level capabilities that are often in use like a computer. The presence of a smartphone can provide various benefits for its users so that the public demand for smartphones is increasing and increasing. The purpose of this study was to examine and analyze the effect of price variables (X1) and product variables (X2) on Samsung smartphone purchase interest variables (Y). This type of research uses descriptive quantitative approach. The population in this study is consumers who are interested and buy Samsung smartphones at Samsung Store Plaza Marina Surabaya. The number of samples determined was 100 respondents, the sampling method used was non-probability sampling by determining the sample using a purposive sampling technique. Data collection methods through questionnaires. The data analysis tool uses multiple linear regression, with processing tools IBM SPSS Statistics 25. From the results of the study note that the price variable (X1) and promotion (X2) simultaneously have a significant effect on the purchase interest variable (Y) can be seen that the F-count (17,874)> F-table (3.09). Besides the price variable (X1) and promotion (X2) there is also a partially significant influence on buying interest (Y). It can be seen that the price variable with a calculated value (4,405)> t table (1,985) and a promotional variable with a calculated value (t) 2,857)> t table (1,985). Keywords: Smartphone, Price, Promotion, Purchase Interest
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 24 May 2021 08:46 | ||||||||
| Last Modified: | 24 May 2021 08:46 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1491 |
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