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ANALISIS REGRESI LOGISTIK FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SAMSUNG

*Ovy Ayuning Nareswari  -  Universitas Diponegoro, Indonesia
Naniek Utami Handayani  -  Universitas Diponegoro, Indonesia
Sriyanto Sriyanto  -  Universitas Diponegoro, Indonesia

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Abstract

Samsung mengalami penurunan persentase penjualan sebesar 15,2% menjadi 53,5 juta pada kuartal II tahun 2023 dibandingkan dengan data kuartal II pada 2022 lalu dengan angka penjualan sebesar 63,1 juta. Guna mencegah penurunan penjualan lebih lanjut dan menjaga serta meningkatkan penjualannya di Indonesia, perusahaan Samsung perlu memahami faktor yang mempengaruhi keputusan pembelian smartphone Samsung. Penelitian ini bertujuan untuk mengetahui: Pengaruh dari harga, kualitas produk, citra merek dan promosi secara simultan terhadap keputusan pembelian smartphone Samsung, pengaruh secara parsial dan saran apa yang dapat diberikan bagi perusahaan Samsung guna meningkatkan posisinya di pasar smartphone di Indonesia. Metode pengumpulan data menggunakan kuesioner dengan jumlah sampel 200 menggunakan metode convenience sampling. Pengolahan data dengan regresi logistik biner. Hasil dari penelitian ini adalah harga, kualitas produk, citra merek dan promosi secara simultan memiliki pengaruh terhadap keputusan pembelian sebesar 33,2%. Secara parsial, kualitas produk dan citra merek memiliki pengaruh yang positif signifikan terhadap keputusan pembelian smartphone Samsung, dengan persamaan regresi logistik Y (x) = -9,354 + 0,122X2 + 0,244X3. Perusahaan Samsung dapat lebih memperhatikan kualitas produknya, misalkan dengan menambah fitur-fitur canggih di produknya. Kemudian untuk aspek citra merek, Samsung dapat menjadikan artis atau selebgram ternama untuk meningkatkan citra mereknya di mata masyarakat.

 

ABSTRACT

Samsung's sales decreased by 15.2% to 53.5 million in the Q2 of 2023 from 63.1 million in the Q2 of 2022. To prevent a decline in sales and increase sales in Indonesia, Samsung needs to understand the factors that influence people's decisions to buy Samsung smartphones. This research aims to determine the simultaneous influence of price, product quality, brand image, and promotion on the decision to purchase Samsung, as well as their partial effects. Additionally, recommendations are provided for Samsung to improve its position in Indonesia. The data collection method involved using a questionnaire with a sample size of 200, employing convenience sampling. Data processing using binary logistic regression. The results of the study indicate that collectively, price, product quality, brand image, and promotion have a 33.2% influence on the decision to purchase. Partially, product quality and brand image significantly influence the decision to purchase Samsung, with the logistic regression equation Y (x) = -9.354 + 0.122X2 + 0.244X3. Samsung should pay more attention to the quality of its products, such as incorporating advanced features. Additionally, for brand image, Samsung could collaborate with well-known celebrities or influencers to enhance its brand image in the eyes of the public.

Keywords: smartphone; price; product quality; brand image; promotion; binary logistic regression

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Keywords: smartphone; harga, kualitas produk; citra merek, promosi; regresi logistik biner

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