ANALISIS PENGARUH CITRA MEREK, DAYA TARIK IKLAN, DAN HARGA TERHADAP MINAT BELI SMARTPHONE NOKIA LUMIA (Studi Pada Konsumen Smartphone di Kota Semarang)

Abstract

Competitioninthe businessworldisbecome tougher. Itwasalso felt bybusinessesin the areas oftechnology, thatis required toincrease thevalue ofthe productso consumers attracted to buy it. This study aims to analyze the influence of brand image, the attraction of advertising, and the price of Nokia Lumia smartphone to the buying interest. Samplein this studyusedpurposivesamplingmethod which is partof thenon-probability sampling type. The analysis usedin this studyis amultiple linear regression analysis, using the stage oftest validity, test reliability, and classical assumption. Thenproven bythe t test, F test, and thecoefficient of determination (R2). The final resultsofmultiple linear regression analysisthathas beenproduced are: Y = 0.273 X1 + 0.163 X2 + 0.462 X3 It meansthatall theindependent variables arethe brand image, the attractiveness ofthe advertising, andprice, have a positive effecton the buying interest as dependent variable. The mostinfluentialindependentvariableon the dependent variableis a variableprice(0,462), followedbybrand imagevariables(0.273), and then the advertising attraction variable(0.163). Allvariableshave asignificance value<0.05, whichmeansthatallsignificantindependentvariableson the dependent variableorpass the testtand F testandthe coefficientof determination(adjusted R2) obtained at0.620. Thismeans that62.0% interest in buyinginfluencedbybrand imagevariables, the attractionadvertising, andprice. While the remaining38.0% of influencedbyother variablesthat are not addressedin this study