PENGARUH CITRA MEREK, KUALITAS PRODUK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP MINAT BELI (Studi pada Mahasiswa Fakultas Ekonomi UNY Pengguna iPhone)

Indra Jaya Krisna Gede Prabowo,

Abstract


Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, persepsi harga dan word of mouth terhadap minat beli konsumen terhadap produk iPhone. Penelitian ini dilakukan pada Mahasiswa di Fakultas Ekonomi UNY yang menggunakan smartphone iPhone dan mengetahui produk smartphone iPhone. Sampel ditentukan dengan metode purposive sampling dengan jumlah responden sebanyak 200. Hasil penelitian ini menunjukkan bahwa citra merek, kualitas produk, persepsi harga dan word of mouth  baik secara parsial maupun simultan berpengaruh positif dan signifikan terhadap minat beli. Variabel-variabel citra merek, kualitas produk, persepsi harga dan word of mouth  mampu menjelaskan variabel minat beli sebesar 73,2% dan sisanya sebesar 26,8% dijelaskan oleh variabel lain yang tidak dimasukan dalam penelitian.

Kata Kunci : Citra Merek, Kualitas Produk, Persepsi Harga, Word of Mouth, Produk iPhone.

 

Abstract

 

This study aimed to analyze the influence of brand image, product quality, price perception and word of mouth on consumer buying interest towards the iPhone product. Research was conducted on students at the Faculty of Economics UNY that using iPhone smartphones and already known about iPhone products. The sample was determined by purposive sampling method with the number of respondents was 200. The results of this study indicated that the brand image, product quality, price perception and word of mouth either partially or simultaneously had positive and significant impact on buying interest. The variables of brand image, product quality, price perception and word of mouth was able to explain the variable buying interest at 73.2% and the balance of 26.8% is explained by other variables not included in the study.

Keywords: Brand, Product Quality, Perceived Price, Word of Mouth, Products iPhone.


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References


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