FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN PONSEL MAUPUN AKSESORISNYA OLEH KONSUMEN
Cellphone counters are a business with a high level of competition. These businesses are mushrooming from urban to rural areas, so cellphone counter entrepreneurs need to monitor market conditions on an ongoing basis. One of the cellphone counters that is able to win the hearts of customers is Bahagia Cell in Cemani, Sukoharjo – Central Java. That counter is always full of buyers. That's made the writer interested in doing this research. The purpose was to determine the extent to which the impact of store location, product completeness, product quality, product price and service quality both simultaneously and individually on consumer decisions in buying things at Bahagia Cell, as well as what factors have the most influence. The method used is Quantitative Econometrics. The results of the study are there is a simultaneous impact of store location, product completeness, product quality, product price and service quality on the decision to purchase things at Bahagia Cell. Only product completeness and service quality have an individual impact. Completeness of the product is the most dominating. These independent variables have an effect of 60.7% on the dependent variable. Bahagia Cell is recommended to implement credit payment methods, online sales, facilitate COD and intensify promotions.
Keyword: marketing, price, product, purchase, service.
Konter hape (toko yang menjual ponsel dan aksesorisnya) merupakan bidang usaha yang tinggi tingkat persaingannya.Usaha konter hape menjamur dari perkotaan sampai pelosok pedesaan, sehingga pengusaha konter hape perlu memantau keadaan pasar secara berkesinambungan. Salah satu konter hape yang mampu merebut hati pelanggan adalah Bahagia Cell di Cemani, Sukoharjo – Jawa Tengah. Konter hape tersebut selalu penuh pembeli. Hal itulah yang membuat penulis tertarik membuat penelitian ini. Tujuan penelitian ini untuk mengetahui sejauh mana dampak faktor-faktor lokasi toko, kelengkapan produk, kualitas produk, harga produk dan kualitas pelayanan baik secara serempak maupun individual terhadap keputusan konsumen dalam membeli ponsel maupun aksesorisnya di Bahagia Cell, serta faktor apa yang paling berpengaruh. Metode yang digunakan adalah Kuantitaif Ekonometrik. Hasil dari penelitian adalah terdapat dampak secara serempak faktor-faktor lokasi toko, kelengkapan produk, kualitas produk, harga produk dan kualitas pelayanan terhadap keputusan pembelian ponsel dan asesorisnya di Bahagia Cell. Hanya kelengkapan produk dan kualitas pelayanan yang memiliki dampak secara individual terhadap keputusan pembelian konsumen di Bahagia Cell. Kelengkapan produk merupakan faktor yang paling mendominasi pembelian ponsel dan aksesorisnya di Bahagia Cell. Variabel-variabel bebas tersebut berpengaruh 60.7% terhadap variabel terikat. Bahagia Cell direkomendasikan menerapkan cara pembayaran kredit, strategi penjualan online, memfasilitasi COD dan lebih menggencarkan promosi.
Kata kunci: harga, pelayanan, pemasaran, pembelian, produk.
This work is licensed under a Creative Commons Attribution 4.0 International License.
The use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution 4.0 International License.
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
JSS's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JSS permits users to copy, distribute, display, and perform the work. Users will also need to attribute authors and JSS on distributing works in the journal.
Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
- Copyright and other proprietary rights relating to the article, such as patent rights,
- The right to use the substance of the article in own future works, including lectures and books,
- The right to reproduce the article for own purposes,
- The right to self-archive the article,
- The right to enter into separate, additional contractual arrangements for distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Jurnal STIE SEMARANG).
If the article was jointly prepared by other authors, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JSS will not be held liable for anything that may arise due to the author(s) internal dispute. JSS will only communicate with the corresponding author.
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by JSS.
JSS will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JSS's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.