Pengambilan keputusan pembelian telepon genggam yang dilakukan oleh mahasiswa di kawasan Tangerang berdasarkan elaboration likelihood model = Buying decision of mobile phones by students in Tangerang based on the elaboration likelihood model

Sylviana, Elsha (2014) Pengambilan keputusan pembelian telepon genggam yang dilakukan oleh mahasiswa di kawasan Tangerang berdasarkan elaboration likelihood model = Buying decision of mobile phones by students in Tangerang based on the elaboration likelihood model. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam penelitian ini peneliti ingin mengetahui faktor apa saja yang mempengaruhi mahasiswa dalam mengambil keputusan untuk membeli telepon genggam didasarkan pada dua rute (central dan peripheral) sesuai dengan Elaboration Likelihood Model (Petty & Cacioppo, 1986). Maka yang menjadi rumusan masalah dalam penelitian ini adalah: 1.Apakah faktor-faktor yang mempengaruhi mahasiswa di daerah Tangerang dalam pengambilan keputusan pembelian telepon genggam? dan 2. Route pengambilan keputusan mana yang paling dominan ? Penelitian ini menggunakan metode survey dengan pendekatan kuantitatif deskriptif. Perolehan data melalui penyebaran kuesioner kepada 306 mahasiswa dari UPH, Prasetiya Mulya, dan UMN. Analisis data dilakukan dengan menerapkan perspektif Elaboration Likelihood Model. Hasil menunjukkan bahwa faktor penentu dalam pengambilan keputusan membeli telepon genggam adalah spesifikasi dari telepon genggam tersebut; sedangkan rute pengambilan keputusan yang paling dominan adalah central route. / This research seeks to observe the factors that affect the students in making the decision to buy a mobile phone based on two routes, namely the central and peripheral routes according to the Elaboration Likelihood Model (Petty & Cacioppo, 1986). Therefore, the research questions for this study are: 1. What factors affect students in making the decision to purchase mobile phones? And, 2. Which is the most dominant route in the decision making? This study uses the survey research method with a descriptive quantitative approach. Data is gathered by distributing questionnaires to 306 students of UPH, Prasetiya Mulya, and UMN. Data analysis is done through the Elaboration Likelihood Model perspective. Results show that the specifications of the mobile phone is the main factor affecting the decision to purchase mobile phones, and the central route is most dominant in making the decision.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Sylviana, ElshaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimorangkir, Deborah N.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: keputusan pembelian ; telepon genggam ; elaboration likelihood model
Subjects: H Social Sciences > HM Sociology
H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Mrs Linda Dwiastuti
Date Deposited: 16 Oct 2018 07:55
Last Modified: 16 Oct 2018 07:55
URI: http://repository.uph.edu/id/eprint/1665

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