ANALISIS PENGARUH DIFERENSIASI PRODUK TERHADAP MINAT BELI KONSUMEN PADA IPHONE 6S DI WILAYAH PALEMBANG

Susanti, Evi (2016) ANALISIS PENGARUH DIFERENSIASI PRODUK TERHADAP MINAT BELI KONSUMEN PADA IPHONE 6S DI WILAYAH PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT This study analyzed the effect of product differentiation on consumer purchase intention towards iPhone 6S in Palembang, which aims to determine whether the product differentiation effect on consumer buying intention towards iPhone 6s in Palembang. The population in this study are all iPhone users that are in the city of Palembang. Samples were obtained for 125 respondents using nonprobability design sampling, purposive sampling method which is the iPhone users aged 16-34 years. This study uses primary data obtained from questionnaires distributed to the respondents. The data analysis technique used is descriptive analysis and simple regression analysis (t test) to determine the effect of variable product differentiation in terms of shape, design, style, durability and uniqueness on consumer purchase intention. The hypothesis was tested by t test at α = 0.05. The results is showed that the product differentiation and a significant positive effect on consumer buying intention the iPhone 6S in Palembang. Keywords: product differentiation, purchase intention

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keywords: product differentiation ; purchase intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 27 Apr 2022 12:27
Last Modified: 27 Apr 2022 12:27
URI: http://eprints.ukmc.ac.id/id/eprint/7667

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