DOI: https://doi.org/10.14710/jati.18.3.182-189

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

Citation Format:
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

Fulltext View|Download
Keywords: smartphone; harga, kualitas produk; citra merek, promosi; regresi logistik biner

Article Metrics:

Article Info
Section: Case Studies
Language : ID
Recent articles
THE PSYCHOLOGICAL AND SOCIAL IMPACTS OF WORKER-MACHINE INTERACTIONS IN THE MANUFACTURING INDUSTRY: A SYSTEMATIC LITERATURE REVIEW ANALISIS INDIKATOR EYE TRACKING UNTUK MENDETEKSI KEWASPADAAN YANG DIPENGARUHI PEMBATASAN DURASI TIDUR DAN WAKTU PEMERIKSAAN ANALISIS PEMILIHAN PEMASOK TANAH LIAT DALAM PERBAIKAN KUALITAS PADA UMKM KERAJINAN GERABAH PENGEMBANGAN SISTEM EVALUASI PERFORMANSI PEGAWAI PADA PERUSAHAAN JASA OUTSOURCING ANALISIS REGRESI LOGISTIK FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SAMSUNG PYROLYZER PRODUCTION SYSTEM FOR WASTE MANAGEMENT USING GROUP TECHNOLOGY APPROACH More recent articles
Most cited articles
IDENTIFIKASI KEPENTINGAN RELATIF KONSUMEN TERHADAP ROBOT REHABILITASI PASIEN PASCA STROKE DENGAN MENGGUNAKAN CONJOINT ANALYSIS PENGGUNAAN FMEA DALAM MENGIDENTIFIKASI RESIKO KEGAGALAN PROSES PRODUKSI SARUNG ATM (ALAT TENUN MESIN) (STUDI KASUS PT. ASAPUTEX JAYA TEGAL) INDUSTRI 4.0: TELAAH KLASIFIKASI ASPEK DAN ARAH PERKEMBANGAN RISET PENENTUAN WAKTU STANDAR DAN JUMLAH TENAGA KERJA OPTIMAL PADA PRODUKSI BATIK CAP (STUDI KASUS: IKM BATIK SAUD EFFENDY, LAWEYAN) ANALISIS KEPUASAN PELANGGAN DENGAN IMPORTANCE PERFORMANCE ANALYSIS DI SBU LABORATORY CIBITUNG PT SUCOFINDO (PERSERO) More cited articles
  1. Amilia, S., & Nst, M. O. A. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. JURNAL MANAJEMEN DAN KEUANGAN, VOL.6, NO.1, MEI 2017 (Vol. 6, Nomor 1)
  2. Grace Haque, M. (2020). PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PT. BERLIAN MULTITAMA DI JAKARTA. E-MABIS: JURNAL EKONOMI MANAJEMEN DAN BISNIS, 21(1)
  3. Hair, J. F., Black Barry J Babin, W. C., & Anderson, R. E. (2014). Overview of Multivariate Methods
  4. IDC. (2023, Agustus 11). https://www-idc-com.translate.goog/promo/smartphone-market-share?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=tc.
  5. Jemadu, L. (2022, Desember 16). Merek-merek HP yang Tidak Dijual di Indonesia Meski Beken di Dunia. https://www.suara.com/tekno/2022/12/16/000836/merek-merek-hp-yang-tidak-dijual-di-indonesia-meski-beken-di-dunia#:~:text=Di%20Indonesia%20Lenovo%20dan%20Motorola,murah%20yang%20juga%20asal%20China
  6. Jodi, I., Nyoman Kusuma Putra, B., Made Surya Prayoga, I., & Santana Putra Adiyadnya, M. (2022). Impact of Product Quality, Price, and Promotion on Purchase Decision of Dinda Fashion Products in Denpasar. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). https://doi.org/10.33258/birci.v5i2.5127
  7. Limpo, L., Rahim, A., & Hamzah, H. (2018). Effect of Product Quality, Price, and Promotion to Purchase Decision. International Journal on Advanced Science, Education, and Religion, 1(1), 9–22. https://doi.org/10.33648/ijoaser.v1i1.2
  8. Muliasari, D. (2019). THE EFFECT OF PRODUCT PRICE AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR SAMSUNG BRAND HANDPHONES AMONG STIE AAS SURAKARTA STUDENTS. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 3. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
  9. Prasetyono, A. S., Suyono, J., Artaya, P., & Faviandhi, Q. (2021). The Impact of Promotion and Price on Purchase Decision Consumers at Marketplace Shopee. International Journal of Integrated Education, Engineering Business. https://doi.org/https://doi.org/10.29138/ijieeb.v4i2.1611
  10. Prilano, K., & Sudarso, A. (2020). Pengaruh Harga, Keamanan dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada. Journal of Business and Economics Research (JBE), 1(1), 1–10
  11. Rihayana, I. G., Putra Salain, P. P., Eka Rismawan, P. A., & Mega Antari, N. K. (2022). THE INFLUENCE OF BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASE DECISION. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345
  12. Santika, E. F. (2023, Maret 14). Sederet Merek Handphone yang Paling Sering Digunakan Warga RI, Ada Milikmu?
  13. Sari, R. M., & Prihartono, P. (2021). PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (SURVEY PELANGGAN PRODUK SPREI RISE). JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 5(3)
  14. Sjukun, Supardin, L., & Taufik, Y. (2022). PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS THE EFFECT OF PRICE AND PROMOTION ON PURCHASE DECISION AT BAKPIA KURNIA SARI. https://doi.org/https://doi.org/10.56107/penanomics.v1i2.31
  15. Syahtidar, N., & Edo Siregar, M. S. (2022). ANALYZING FACTORS AFFECTING PURCHASE DECISION ON SHOPEE USERS IN BEKASI. Interdisciplinary Social Studies International Journal Labs. https://iss.internationaljournallabs.com/index.php/iss
  16. Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), 472–481. https://doi.org/10.33258/birci.v4i1.1629

Last update:

No citation recorded.

Last update: 2024-11-20 01:36:48

No citation recorded.