ANALISIS KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI KOTA SURABAYA Insights into Samsung Smartphone Consumer Choices in Surabaya
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Abstrak
Penelitian ini bertujuan untuk menganalisis hubungan antara motivasi fungsional dan motivasi emosional dengan keputusan pembelian telepon pintar merk Samsung di Kota Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 80 responden yang telah membeli telepon pintar Samsung dalam satu tahun terakhir. Responden dipilih secara aksidental. Data dikumpulkan melalui kuesioner berbentuk skala Likert yang terdiri dari Skala Motivasi Fungsional (α=0,894), skala Motivasi Emosional (α=0,882) dan Skala Keputusan Pembelian (α=0,843). Pengujian hipotesis menggunakan teknik regresi linier berganda menunjukkan nilai signifikansi sebesar 0,016 (p<0,05) sehingga dapat disimpulkan bahwa motivasi fungsional dan motivasi emosional secara bersamasama mempunyai hubungan dengan keputusan pembelian konsumen telepon pintar merk Samsung di Surabaya.
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Referensi
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