Faktor-faktor yang mempengaruhi niat pembelian kembali smartphone Samsung di Jabodetabek

Jacob, Michael Rusiviro (2022) Faktor-faktor yang mempengaruhi niat pembelian kembali smartphone Samsung di Jabodetabek. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian yang dilakukan bertujuan untuk mengetahui apa saja yang menjadi faktor-faktor dari Niat Pembelian Kembali Smartphone Samsung. Responden dalam penelitan ini adalah konsumen yang telah membeli dan menggunakan smartphone Samsung sebelumnya yang termasuk ke dalam generasi Y yang berada di wilayah Jabodetabek. Data responden dikumpulkan dengan menyebarkan kuesioner yang sudah disusun pada google form kepada 317 orang dan sebanyak 280 data responden yang dapat digunakan. Data kuesioner yang berhasil dikumpulkan kemudian diolah dengan pendekatan PLS-SEM dengan menggunakan aplikasi program SmartPLS 3.0. Hasil dari penelitian ini menunjukkan bahwa 4 dari 9 hipotesis ditolak yakni, hubungan dari Persepsi Harga, Persepsi Penampilan, dan Personalitas Merek terhadap Preferensi Merek, serta Persepsi Harga terhadap Pengalaman Merek. Melalui lima hipotesis lain yang diterima dapat disimpulkan bahwa Samsung memerlukan penyesuaian pemasaran produk, penyesuaian estetika terhadap lifestyle dari segmentasinya, serta mengembangkan pengalaman dari penggunaan produk smartphone Samsung yakni Generasi Y agar konsumen dari generasi tersebut dapat memiliki niat untuk membeli kembali smartphone Samsung. / The research conducted aims to find out what are the factors of Intention to Reuse Samsung Smartphones. Respondents in this research are consumers who have bought and used previous Samsung smartphones that belong to generation Y in the Jabodetabek area. Respondent data was collected by distributing questionnaires that had been prepared on the Google form to 317 people and as many as 280 respondent data that could be used. The collected questionnaire data was then processed using the PLS-SEM approach using the SmartPLS 3.0 program application. The results of this study indicate that 4 out of 9 hypotheses are rejected, namely, the relationship between Perceived Price, Perceived Appearance, and Brand Personality to Brand Preference, and Perceived Price to Brand Experience. Through the other five accepted hypotheses, it can be concluded that Samsung needs product marketing adjustments, aesthetic adjustments to the lifestyle of its segmentation, and developing the experience of using Samsung smartphone products, namely Generation Y, so that consumers from that generation can have the intention to repurchase Samsung smartphones.

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