MINAT BELI HAND PHONE Smartfren PADA MAHASISWA POLITEKNIK NEGERI SEMARANG

Abstract

The phenomenon of the increasing number of
Smartphone users at Andromax brand in the
community is lower, middle, and upper
segment. It seems that this smartphone growth
is increasing in accordance with the needs of
the community in communication to gain
quick and easy by data services. Many
operators compete in branding special mobile
phone with sophisticated specification.
Smartfren has recognized this opportunity
since 2011 and 2012 and consistent in data
services and bundling which turned out to be
booming at this time (Ibrahim , Djoko Tata :
2014) .
A number of smartphone vendors do not dare
to focus their work on secondary city, but for
Smartfren, the city became the main target in
marketing Andromax. Seeing this
phenomenon the researchers are interested to
Analyze the Effect of Perceived Prices ,
Brands, and Packaging of Smartfren
handphone towards Buying Consumer
Interests In Semarang State Polytechnic
Students. Therefore, the problem of the
proposed research is to determine the factors
that most influence on buying interest on
Smartfren hand phone .
Further variables and indicators have been
determined according to the study. A model
has been developed and three hypotheses
have been formulated to address the problem
of this research. The sampling technique was
purposive sampling method, while the
respondents in this study amount to 77
people. The respondents are mobile phone
users of Smartfren among Semarang State
Polytechnic students. The research was
carried out for 4 months by distributing
questionnaires to the 77 respondents .
The survey was conducted and analyzed using
Validity, Reliablitas then analyzed by
Regression Analysis Tool to determine which
variables most affect buying Interests. This
study examines four objectives, i.e 1). To
analyze how much influence the price is on
the buying Interests on Smartfren handphone,
2). To analyze how much influence the Brand
is on handphone Smartfren Buying interest,
3). To analyze how much influence the
packaging is on the buying interest on
Smartfren handphone. 4). To analyze which
variables that most influence on Smartfren
handphone buying interest.
The finding is this research is the most
influential variable on buying interest on
Smartfren handphone with equation BUYING
INTEREST RATES = 1.36 + 0.14 PRICE+
0.62 BRAND + 0.33 BRAND PACKAGING +
ε .