THE INFLUENCE OF PRODUCT ATTRIBUTES ON PURCHASES DECISION SAMSUNG ANDROID DEALER AT SAMSUNG BANDUNG ELECTRONIC CENTRE

Abstract

In this study the authors have entitled Influence Purchasing Decisions Of Product Attributes On Samsung Android Samsung Dealer Bandung Electronic Center. Where the purpose is to know how policies are implemented by product attribute Samsung, how do consumers about product attributes Samsung Android, how the purchasing decisions of consumers on Samsung Android products, and how much influence product attributes on purchase decisions Samsung Android Samsung dealer BEC. Based on the results of research on consumer response to product attributes Samsung Android is good, since the average value of the whole expression is equal to 3.90 are in the interval from 3.40 to 4.19. Besides consumer purchasing decisions on products Samsung Android can be good value for the average of the overall statement amounted to 4.13 are in the interval from 3.40 to 4.19. Product attributes influence the purchasing decision of the Samsung Android, based on the test results obtained by Spearman rank correlation rs value or correlation coefficient between product attributes and purchasing decisions amounted to 0.560. From the analysis, the visible presence of a fairly strong relationship between the variable product attributes (variables X) with the purchase decision (variable Y), is equal to 0.560 which includes categories from 0.40 to 0.599. While the test results coefficient of determination is equal to 31.36% and the remaining 68.64% is influenced by other factors. From the test results obtained hypothesis tcount 5.775 greater than 1.293 ttabel then Ho is rejected and Ha accepted, meaning that there is a positive effect between product attributes with purchasing decisions. Thus, the authors propose the hypothesis, namely "Product Attributes Against Samsung Android Positive Influence Consumer Buying Decision" that Ha can be accepted.