ANALYSIS THE INFLUENCE OF PRODUCT ATTRIBUTES ON PURCHASE DECISION IN CHOOSING A SMARTPHONE APPLE IPHONE XR OR SAMSUNG GALAXY S10

Abstract

Smartphone is a communication tool that is currently very popular. One of the well-known smartphones is the Samsung and Apple brands. This brand image is well known because its electronic products are now increasingly recognized by the public through its telecommunication line. Presenting features with flexible and attractive applications, the image of Samsung and Apple is increasingly recognized by the public as companies that have quality telecommunications equipment. The purpose of this study was to find out the measurement of respondents' assessment of product attribute variables (quality, features, brand, design style and service support) in purchasing decisions (Purchasing Decisions). Knowing the effect of product attributes on consumer buying decisions. Find out the differences in product attributes between the iPhone XR and the Samsung Galaxy S10. Knowing the company's strategy in improving purchasing decisions. This type of research uses descriptive and causal. The nature of the research uses quantitative methods. In this study, two variables will be examined in depth, namely product attributes (X) as the independent or independent variable and the dependent or dependent variable, namely the purchase decision or purchase decision (Y). The population in this study are all consumers who are currently using Apple iPhone XR or Samsung Galaxy S10 products. The sampling technique used was a non-probability sampling technique with 100 respondents each with a total of 200 respondents. The data analysis technique in this study used PLS-SEM. The results of this study stated that all product attributes had a positive and significant effect on purchasing decisions for iPhone XR products. Whereas for the Samsung S10, the results of the hypothesis test show that four variables namely Brand Name, Product Feature, Product Quality, Sales Services with a t-value having a value greater than 1.65 and a p-value having a value less than 0.05 then a hypothesis on the four variables can be accepted. And relate positively or have a positive and significant effect. While the hypothesis for the Style Design variable in this study was rejected because the P Value was above 0.05. And behind it is positive but not significant. The author's suggestion is for the Apple company to further improve product quality in terms of superior cameras and reliable performance quality. Meanwhile, the suggestion for the Samsung company is to further highlight an attractive and unique design style.