PENGARUH PENETAPAN BIAYA INOVASI PRODUK AKAN KEPUTUSAN PEMBELIAN HANDPHONE MEREK ICHERRY PADA PT. ICHERRY SELULAR INDONESIA MEDAN

Abstract

The research made was intended to determine the influence of price/cost Innovation on Consumer Purchase Decision in PT. Icherry Selular Indonesia Medan. Population in this research is consumer at PT. Icherry Selular Indonesia Medan as many as 3600 people. From the analysis obtained regression analysis Purchase Decision = 3,460 + 0,245 Price + 0,748 Product Innovation + e The results of the test indicate that 48,4% of Purchasing Decision variable influenced by variable Price and Product Innovation, while the rest equal to 51,6% is the influence of other factors/variables outside form models namely advertising, distribution channels. The result of F test shows that F_count> F_table is 44,005> 3,09 which means free variable (Price and Product Innovation are simultaneously very influential with the dependent variable (Purchase Decision). While the t test indicate that Price variable has a positive and significant effect through purchasing decisions at PT. Icherry Selular Indonesia Medan where t_count 2.871 > t_table 1.661 and product innovation have a good effect, simultaneously Purchasing Decisions at PT. Icherry Selular Indonesia Medan where tcount 6,981> t table 1,661.