Prediksi Estetika, Sikap Terhadap Merek, Dan Persepsi Harga Terhadap Niat Pembelian Iphone
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Abstract
Currently the number of smartphone users has increased over time, where the iPhone is one of Apple's most popular devices. The purpose of this study was to examine whether aesthetics, brand attitude, and perceived price were positive predictors of iPhone purchase intention at Tarumanagara University Faculty of Economics and Business students. This study used 100 samples selected using convenience sampling techniques, where the selected sample were students of the Faculty of Economics and Business at Tarumanagara University who had used an iPhone. The data collection technique was carried out using a questionnaire. Data were analyzed using PLS-SEM. The results of this study indicate that brand attitude, and perceived price are positive predictors of purchase intention, while aesthetics are not positive predictors of purchase intention.
Saat ini jumlah pengguna smartphone semakin meningkat seiring berjalannya waktu, dimana iPhone merupakan salah satu perangkat Apple yang paling populer. Tujuan penelitian ini adalah untuk menguji apakah estetika, sikap terhadap merek, dan persepsi harga merupakan prediktor positif untuk niat pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tarumanagara. Penelitian ini menggunakan 100 sampel yang dipilih dengan menggunakan teknik convenience sampling, dimana sampel yang dipilih adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tarumanagara yang pernah menggunakan iPhone. Teknik pengambilan data dilakukan dengan menggunakan kuesioner. Data dianalisis dengan menggunakan PLS-SEM. Hasil penelitian ini menunjukkan bahwa sikap terhadap merek, dan persepsi harga merupakan prediktor positif untuk niat pembelian, sedangkan estetika bukan merupakan prediktor positif untuk niat pembelian.
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