Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/26115
Title: Pengaruh Inovasi, Harga, dan Citra Merek terhadap Minat Beli Kamera Merek Sony (Studi Kasus pada Konsumen Toko Central Foto Medan)
Other Titles: The Influence of Innovation, Price, and Brand Image on Intention to Buy Sony Brand Cameras (Case Study of Consumers at Central Foto Medan Store)
Authors: Al Rasyid, Shiddiq
metadata.dc.contributor.advisor: Siregar, Muhammad Yamin
Keywords: Inovasi, Harga;Citra Merek,;Minat Beli;Innovation, Price;Brand Image;Purchase Intention
Issue Date: Jul-2024
Publisher: Universitas Medan Area
Series/Report no.: NPM;188320033
Abstract: Penelitian ini bertujuan untuk mengetahui apakah inovasi, harga, dan citra merek mempunyai pengaruh terhadap minat beli. Populasi yang digunakan dalam penelitian ini yakni konsumen Toko Central Foto Medan. Penelitian ini menggunakan sebanyak 100 responden, dengan menggunakan rumus wibisono sebagai teknik pengambilan sampelnya. Pengujian hipotesis dalam penelitian ini menggunakan analisis statistik yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, regresi linear berganda, uji F, uji t dan koefisien determinasi (R2) dengan, menggunakan software SPSS (Statistic Product and Service Solution). Data penelitian bersumber dari data primer dan diambil dengan cara menyebar kuesioner. Hasil penelitian uji t menunjukkan bahwa inovasi berpengaruh positif dan signifikan terhadap minat beli, harga berpengaruh positif dan signifikan terhadap minat beli, dan citra merek berpengaruh positif dan signifikan terhadap minat beli. Berdasarkan hasil pengujian simultan inovasi, harga, dan citra merek secara simultan berpengaruh positif dan signifikan terhadap minat beli. Koefisien determinan (R Square) mendapati nilai sebesar 78,1% artinya Minat Beli dapat dijelaskan oleh inovasi, harga, dan citra merek sebesar 78,1% sedangkan 21,9% lagi dapat dijelaskan oleh faktor lain yang tidak diteliti dalam penelitian ini. This study aims to determine whether innovation, price, and brand image have an influence on buying interest. The population used in this study were consumers of Medan's central photo shop. This study used 100 respondents, using the wibison formula as the sampling technique. Hypothesis testing in this study uses statistical analysis consisting of validity tests, reliability tests, classical assumption tests, multiple linear regression, F tests, t tests and the coefficient of determination (R^2) using SPSS (Statistic Product and Service Solution) software. The research data comes from primary data and is taken by distributing questionnaires. The results of the t test research show that innovation has a positive and significant effect on purchase intention, price has a positive and significant effect on purchase intention, and brand image has a positive and significant effect on purchase intention. Based on the results of simultaneous testing, innovation, price, and brand image simultaneously have a positive and significant effect on buying interest. The coefficient of determination (R Square) found a value of 78.1%, meaning that buying interest can be explained by innovation, price, and brand image by 78.1%, while 21.9% can be explained by other factors not examined in this study.
Description: 69 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/26115
Appears in Collections:SP - Management

Files in This Item:
File Description SizeFormat 
188320033 - Shiddiq Al Rasyid Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.56 MBAdobe PDFView/Open
188320033 - Shiddiq Al Rasyid Chapter IV.pdf
  Restricted Access
Chapter IV498.63 kBAdobe PDFView/Open Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.