FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN PONSEL MAUPUN AKSESORISNYA OLEH KONSUMEN
Abstract
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.
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