Pengaruh Nilai Pelanggan dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Produk Smartphone Blackberry di Cyberone Cell Plaza

Wiryawan, Jonathan (2012) Pengaruh Nilai Pelanggan dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Produk Smartphone Blackberry di Cyberone Cell Plaza. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Official URL: http://repositori.ukdc.ac.id/

Abstract

Based on the Blackberry Smartphone sales in South Surabaya taken from Arta Teletama Mandiri (TAM) as the official distributor of the product sales of BlackBerry smartphones in Indonesia showed that the Blackberry Smartphone sales in Marina Surabaya tend to decrease in the last 6 months in 2012, ie the period Jan - June 2012. This study aimed to determine the effect of customer value and customer satisfaction on purchase decision on the product blackberry smartphone in CyberOne Cell Plaza Marina Surabaya This study used two independent variables (X) is the value of the customer (X1) and customer satisfaction (X2) with the dependent variable (Y) is the buying decision. The population is all the customers who have bought and used the product in CyberOne Cell blackberry smartphone Marina Plaza Surabaya, with a sample of 50 respondents. Analysis of data using Test Validity, Reliability Test, Test Assumptions Classical Multiple Linear Regression Analysis, Multiple Correlation Coefficient (R), Multiple Coefficient of Determination (R2), F test (test simultaneously), and the t test (partial testing). Based on the test results obtained linear regression modeling is Y = 0.007 + 0.744 + 0.164 X1 X2. Multiple Correlation Coefficient (R) of 0.713, and the Multiple Coefficient of Determination (R2) of 50.9%. Further test results F (simultaneous test) results are obtained Fcount (24.365)> F table (3.20) so that it can be said that the value of the customer (X1) and customer satisfaction (X2) simultaneously influence the purchase decision (Y). Based on the results of the t test (partial testing) results obtained, namely customer value (X1) with t count (6.501)> TTable (2.012), and satisfaction (X2) with t count (2.092)> TTable (2.012). From these results it can be concluded that the value of the customer (X1) and customer satisfaction (X2) partially influence the purchase decision (Y). The independent variable (X) are the dominant influence on the purchase decision (Y) is the value of the customer (X1) to the value of the partial correlation (r) is the largest 0.688

Item Type:

Thesis (Undergraduate)

Contributors: