NURHAYATI, CICI (2022) PENGARUH INOVASI PRODUK DAN WORD OF MOUTH (WOM)TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONEXIAOMIPADAMAHASISWAJURUSAN MANAJEMEN FAKULTASEKONOMIUNIVERSITAS NEGERI MEDAN. Undergraduate thesis, Universitas Negeri Medan.
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Abstract
Permasalahan yang di jumpai berkaitan dengan keputusan pembeliankonsumenpadasmartphoneXiaomiadalahmunculnyapesaing-pesaingbaru yang menggeruspangsapasar.InovasiProdukdanWord of Mouthmerupakanfaktor yang dapatmemberikankontribusiterhadapKeputusanPembelian.
PenelitianbertujuanuntukmengetahuibagaimanapengaruhInovasiProdukdanWord of Mouth terhadapKeputusanPembeliansmartphoneXiaomi. Penelitianinidilakukan di FakultasEkonomiUniversitasNegeri Medan.Populasi 79 orang dansampel 79 orang pula.Denganmetodetotal sampling, dimanajumlahpopulasi yang kurangdari 100 seluruhpopulasinyadijadikansampel.
HasilpenelitianmenunjukkanbahwavariabelInovasiProduk (X1) diperolehthitung>ttabel (6,043 > 1,991) dengannilaitingkatsignifikan 0,000 < 0,05artinyavariabelInovasiProdukberpengaruhsecarasignifikanterhadapKeputusanPembelian. KemudianvariabelWord of Mouth (X2) diperolehnilaithitung>ttabel (5,565 > 1,991) dengannilaitingkatsignifikan 0,000 < 0,05 artinyavariabelWord of MouthjugaberpengaruhsecarasignifikanterhadapKeputusaanPembeliansmartphoneXiaomi.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Keywords: | InovasiProduk, Word of MouthdanKeputusanPembelian |
| Subjects: | H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Cut Lidya Mutia |
| Date Deposited: | 16 Jan 2023 06:50 |
| Last Modified: | 16 Jan 2023 06:50 |
| URI: | https://digilib.unimed.ac.id/id/eprint/49988 |
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