Sajati, Ryan Alam (2025) Pengaruh Inovasi Dan Persepsi Harga Terhadap Preferensi Konsumen Produk Smartphone Samsung Di Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to explore the extent to which innovation and price perception influence consumer preferences in choosing Samsung smartphones in Surabaya. The background of this study is based on the fierce competition in the smartphone industry, which requires manufacturers to continuously innovate and set pricing strategies that meet consumer expectations. This study employs a quantitative approach using a survey method. The research data includes 99 respondents who are current and former users of Samsung smartphones in Surabaya. Furthermore, the data analysis method used is Partial Least Squares Structural Equation Modeling (PLSSEM). The findings of this study indicate that innovation and price perception have a positive and significant effect on consumer preferences. Product expansion is the dominant indicator of innovation, while price-quality compatibility is the main determinant of price perception. These findings highlight the importance of relevant innovation and balanced pricing strategies to enhance consumer preferences.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Ryan Alam Sajati | ||||||||
| Date Deposited: | 23 Oct 2025 05:02 | ||||||||
| Last Modified: | 23 Oct 2025 05:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/45708 |
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