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JURNAL BISNIS DAN AKUNTANSI
Vol. 14, No. 2a, Is. 1, November 2012, Hlm. 37-48

PENGARUH PRODUCT FEATURES, BRAND NAME, PRICE, DAN SOCIAL INFLUENCE TERHADAP DEMAND

DENNY FARABI

STIE Trisakti
denny@stietrisakti.ac.id

 

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http://www.tsm.ac.id/JBA/JBAVOL14/PENGARUH PRODUCT FEATURES, BRAND NAME, PRICE, DAN SOCIAL INFLUENCE TERHADAP DEMAND

ABSTRACT:

The purpose of this research is to examine structural relationship of product features, brand name, price, and social influence with demand for smartphone. This research is also to improve the results of prior researches. Population of this research in people who lived in Bekasi city and using Smartphone Samsung Galaxy S Series. Data collected from 111 valid pre- screened youth people who have experience in using and owning smartphone, selected using purposive sampling method. This research were tested against the research model using regression with SPSS. The result shows that product features, brand name, and social influence have influences towards demand for smartphone. Otherwise, price do not have influences towards demand.

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