ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN TERHADAP PRODUK SMARTPHONE SAMSUNG DI SURABAYA

Abstract

Nowadays, technological advances around the world including in Indonesia has been growing rapidly and this development is supported by increased and varied human need for technology. One of the technological developer industry most competitive and rapidly expanding is telecommunications industry. Telecom equipment manufactures are vying to create a multi-function telecommunications device to provide a convenience in communication that combine with modern multimedia features. One of the companies that show outstanding sales phenomenon in Indonesia in the year of 2012 is the product of Samsung Smartphone. This study aimed to determine the factors that influence consumers to buy the product Smartphone Samsung in Surabaya. The sample used in this study is consumer that live in Surabaya who have bought and used the product of Samsung Smartphone for about 120 repondents. For processing and analyzing data in this study by using Structural Equation Modeling (SEM) with AMOS 16.0 software as the software to process data. The empirical findings indicate that word of mouth has a greater influence than product innovation for consumers to buy. Based on these empirical findings also point out that the brand image of the significant positive influence on word of mouth. Brand image, word of mouth, product innovation brings significant positive influence on consumers to buy.