Pengaruh monetary savings, selection, convenience. cutomized produk, entertaniment, exploration, place attachment, socias status, utilitarian value, hedonic value, customer satisfaction dan repurchase intention terhadap smartphone 9 di Surabaya

Putra, James Leonardo (2019) Pengaruh monetary savings, selection, convenience. cutomized produk, entertaniment, exploration, place attachment, socias status, utilitarian value, hedonic value, customer satisfaction dan repurchase intention terhadap smartphone 9 di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Salah satu produk berbasis teknologi tinggi yang memberikan konstribusi besar dalam kehidupan masyarakat adalah Ponsel genggam (telepon seluler). Ponsel genggam mengalami transformasi menjadi smartphone yang semakin canggih sering kebutuhan masyarakat. Teknologi telepon seluler yang didukung internet telah menjadi kekuatan pendorong dalam memfasilitasi transaksi di berbagai layanan telepon seluler. Pemasar telah mengakui bahwa layanan telepon seluler adalah sumber pendapatan baru dan dapat menggunakan alat pemasaran yang dipersonalisasi untuk menjangkau kelompok konsumen yang ditargetkan karena sejumlah besar gaya baru ponsel pintar telah diluncurkan ke pasar. Salah satu produsen yang mengembangkan smartphone premium adalah perusahaan Apple Inc. Apple menjual produk-produk premium dengan harga premium, salah satunya iPhone. Penelitian ini ditujukan untuk menganalisa faktor-faktor yang mempengaruhi Utilitarian Value yaitu pengaruh variabel Monetary Savings, Selection, Convenience, Costomized Produk, Hedonic Value yaitu pengaruh variabel Entertainment, Exploration, Place Attachment, Sosial Status terhadap Costumer Satisfaction dan Repurchase Intention terhadap iPhone 8 di Surabaya. Sampel yang digunakan pada penelitian ini adalah penyebaran kuisioner terhadap 180 responden yaitu seluruh pengguna iphone 8 di surabaya Responden yang pernah membeli dan menggunakan iPhone 8 dalam 1 tahun terakhir, Berdomisili di kota Surabaya, Berusia minimal 18-60 tahun. Pengolahan dan teknik Analisa data menggunakan SPSS. Hasil yang didapatkan dari 11 hipotesis 9 diterima sementara 2 hipotesis di tolak. Convenience berpengaruh terhadap Utilitarian value diterima dengan tingkat sig. 0,001 < t sig. 0,05. Customized product berpengaruh terhadap Utilitarian value diterima dengan tingkat sig, 0,000 < 0,05 Entertainment berpengaruh terhadap Hedonic value diterima dengan tingkat sig. 0,005 < t sig. 0,05 Exploration berpengaruh terhadap Hedonic value diterima dengan tingkat sig. 0.001 <t sig. 0,05 Attachment berpengaruh terhadap Hedonic value diterima dengan tingkat sig. 0,000 < t sig. 0,05 Social Status berpengaruh terhadap Hedonic value diterima dengan tingkat sig. 0,000 < t sig. 0,05 Monetary saving berpengaruh terhadap Utilitarian value ditolak dengan tingkat sig.0,113 > t sig. 0,05 Selection berpengaruh terhadap Utilitarian value ditolak dengan tingkat sig. 0,512 > t sig. 0,05 / One of the high-tech-based products that make a major contribution to people's lives is a cellphone. Mobile phones undergo transformation into increasingly sophisticated smartphones that are often the needs of the public. Cellular telephone technology supported by the internet has become a driving force in facilitating transactions in various cellular telephone services. Marketers have recognized that cell phone services are a new source of revenue and can use personalized marketing tools to reach targeted consumer groups because a large number of new styles of smart phones have been launched into the market. One of the manufacturers who develop premium smartphones is the company Apple Inc. Apple sells premium products at premium prices, one of which is the iPhone. This study aimed to analyze the factors that influence Utilitarian Value, namely the influence of Monetary Savings, Selection, Convenience, Costomized Products, Hedonic Value, namely the influence of Entertainment, Exploration, Place Attachment, Social Status variables on Customer Satisfaction and Repurchase Intention on iPhone 8 in Surabaya. The sample used in this study was the distribution of questionnaires to 180 respondents, namely all iphone 8 users in Surabaya. Respondents who had bought and used the iPhone 8 in the past year, were domiciled in the city of Surabaya, aged at least 18-60 years. Processing and data analysis techniques using SPSS. Results obtained of 11 hypotheses 9 were accepted while 2 hypotheses were rejected. Convenience affects the Utilitarian value received at the level of sig. 0.001 <tig. 0.05. Customized products affect the Utilitarian value received at the level of sig, 0,000 <0.05. Entertainment influences the Hedonic value received at the level of sig. 0.005 <t sig. 0.05. Exploration affects the Hedonic value accepted by the level of sig. 0.001 <tig. 0.05. Attachment effect on hedonic value is accepted with the level of sig. 0,000 <tig. 0.05. Social Status influences the hedonic value accepted by the level of sig. 0,000 <tig. 0.05. Monetary saving effect on Utilitarian value is rejected with the level of sig.0,113> t sig. 0.05 Selection effect on Utilitarian value is rejected with sig level. 0.512> tig. 0.05

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