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

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