FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN TERHADAP PRODUK IPAD2 DI SURABAYA

Abstract

Developments in technology certainly can’t be denied from time to time to influence of human lifestyles. Ipad2 is one of the gadgets from Apple are welcomed by the market; Ipad2 is a tablet into a new lifestyle among young executives. Ipad2 products make consumers a simple way to browse the internet that has become an increasingly growing need of the community. By using Ipad2 product which has additional value then the consumer gets the value of practicality and sophistication of products from Ipad2 products. Ipad2 offered very elegant and simple designs product. This study aimed to determine whether the buying interest of consumers influenced the quality and product innovation to product Ipad2 by Apple. Variables - variables used in the present study was consumer interest in buying, product innovation, and product quality. These variables can be investigated whether the buying interest of consumers are influenced by product quality and product innovation. The sample used in this study is those users who live in Surabaya which used Ipad2. Data processing method used in this study is Structural Equation Models with Amos software. The results show product quality and product innovation affect consumer interest in purchasing the product Ipad2. This study uses a quantitative approach using Structural Equation Model calculations with the program Amos 16.0. The numbers of samples used in this study were 100 respondents with Judgement sampling technique. The results obtained in this research has been done is the product quality and product innovation directly affects the interests of consumers purchasing the product Ipad2 in Surabaya. Where the influence of the product quality is greater than innovations product to the consumer buying interest Ipad2, this is indicated by the value of the regression coefficients of product quality on consumer buying interest amounted to 0.816, while the regression coefficient value of product innovation on consumer buying interest amounted to 0.409.