Pengaruh emosional, inovasi dan harga terhadapminat beli smartphone brand Smartphone Samsung ditengah pandemi covid-19 pada mahasiswa Universitas Wijaya Kusuma Surabaya

Setiawan, Feri (2021) Pengaruh emosional, inovasi dan harga terhadapminat beli smartphone brand Smartphone Samsung ditengah pandemi covid-19 pada mahasiswa Universitas Wijaya Kusuma Surabaya. Bachelor (S1) thesis, University Wijaya Kusuma Surabaya.

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Abstract

ABSTRAK Penelitian ini memberlihatkan rencana sasaran untuk menguji pengaruh emosional, inovasi dan harga terhadap minat beli smartphone brand samsung di tengah pandemi Covid-19 pada mahasiswa universitas Wijaya Kusuma surabaya. Varibel bebas dari penelitian ini yaitu emosional (X1),Inovasi (X2),Harga (X3) dan variabel terikatnya yaitu Minat beli (Y) smartphone brand samsung.Teknik yang digunakan dalam pengambilan sampel penelitian ini mengunakan purposive sampling dengan kriteria mahasiswa UWKS dan mengenal smartphone brand Samsung. Jumlah sampel dalam penelitian ini sebanyak 62 responden. Teknik analisis untuk menguji hipotesis menggunakan regresi linier berganda dengan menguji dulu kelayakan kuesioner dengan menggunakan uji validitas & reliabilitas.Hasil uji validitas dan reliabilitas menunjukan hasil yang valid dan reliable. Hasil uji regresi linier berganda menunjukkan bahwa : Hipotesis 1 yang menyatakan bahwa variabel Emosional berpengaruh signifikan terhadap minat beli diterima. Hipotesis 2 yang menyatakan bahwa variabel Inovasi berpengaruh signifikan terhadap minat beli ditolak. Dengan demikian variabel Inovasi tidak berpengaruh signifikan terhadap minat beli dan Hipotesis 3 yang menyatakan bahwa variabel Harga berpengaruh signifikan terhadap minat beli diterima Kata Kunci : Emosional, Inovasi, Harga, Minat Beli, Smartphone Brand Samsung ABSTRACT This study aims to examine the influence of emotional, innovation and price on the interest in buying Samsung brand smartphones in the midst of the Covid-19 pandemic on Wijaya Kusuma university students in Surabaya. Free variables of this research are emotional (X1), Innovation (X2), Price (X3) and the dependent variable is buying interest (Y) smartphone brand samsung.Teknik sampling used in this study using purposive sampling criteria and recognize student UWKS Samsung branded smartphones. The number of samples in this study were 62 respondents. The analysis technique to test the hypothesis uses multiple linear regression by first testing the feasibility of the questionnaire using the validity & reliability test. The results of the validity and reliability test show valid and reliable results. The results of the multiple linear regression test show that: Hypothesis 1 which states that the Emotional variable has a significant effect on buying interest is accepted. Hypothesis 2 which states that the Innovation variable has a significant effect on buying interest is rejected. Thus the innovation variable has no significant effect on buying interest and Hypothesis 3 which states that the price variable has a significant effect on buying interest is accepted Keywords: Emotional, Innovation, Price, Buying Interest, Samsung Brand Smartphone

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci : Emosional, Inovasi, Harga, Minat Beli, Smartphone Brand Samsung
Subjects:	T Technology > T Technology (General) T Technology > TK Electrical engineering. Electronics Nuclear engineering
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 feri setiawan UWKS
Date Deposited:	09 Sep 2021 05:22
Last Modified:	09 Sep 2021 05:22
URI:	http://erepository.uwks.ac.id/id/eprint/9713

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