Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Smartphone ASUS Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

In globalization era and modern world currently, information technology develop fastly.This has an impact on the increasing demand for various types of communication toolshat result in increasing competition for market share in the telecommunications business. The numbers of smartphone productts which offer complete and attractive various facilities, make people interested to buy and always folow the developmenial direction of sophisticated media communication technology. The advancement of manufacturers in creating smartphones, bringing the smartphone product that are currently in demand by many people. One of them is ASUS. Meanwhile, consumer’s buying decision can be concluded by integration process and knowledge combination to select two or more choices and to get the solution of the problem faced. The poppulation of this study were all students of Economy and Business Faculty at Medan Aread of University as much 121 participants. Furthermore, a total 93 respondents were chosen as the sample by using random sampling technique which gained by using Slovin formula. While data analysisued were utilizing multiple regression analysis methodsthough SPSS software. The coefficient of determination value (Adjusted R Square) is as much as 0.669. The result showed that hypothesis test ont test partially showed that social, private, and psicology factors have positive and significant influences towards buying decision, F test reveals simultaniously that social, private, and psicology factors also have positive and significant influences towards buying decision.