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All Journal Jurnal Entrepreneur dan Manajemen Sains
Hermawan, M Rafly
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH WORK OF MOUTH, PERCEIVED VALUE DAN SWITCHING COST TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE Hermawan, M Rafly; Arianto, Tezar
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 1 (2025): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v6i1.7363

Abstract

This study aims to determine the influence of word of mouth, perceived value and switching cost, on smartphone purchase decisions in students of the University of Muhammadiyah Bengkulu Management Study Program. This type of research is a descriptive quantitative approach with the sample of this research is 259 respondents from the University of Muhammadiyah Bengkulu management study program. The data collection techniques in this study are observations and questionnaires measured using the Likert scale. The data analysis techniques used were multiple linear regression, determination coefficient, and hypothesis test. The independent variable affects the dependent variable. Word of mouth, switching cost and perceived value together show the influence on smartphone purchase decisions on students of the University of Muhammadiyah Bengkulu management study program. Keywords : Word of Mouth, Switching Cost, Perceived Value, Purchase Decision
Co-Authors Arianto, Tezar