Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 11 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi
Articles

PENGARUH PERSEPSI HARGA DAN KENYAMANAN TERHADAP KEPUTUSAN PEMBELIAN PONSEL SAMSUNG DI BEKASI

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  • Azril Wijaya Kusuma,
  • Puji Astuti
Azril Wijaya Kusuma
Universitas Esa Unggul
Puji Astuti
Universitas Esa Unggul

Published 2025-10-27

Keywords

  • Convenience,
  • Consumer Behavior,
  • e-Service Quality,
  • Perceived Quality,
  • Perceived Benefits,
  • Price
    • ...More
    Less

How to Cite

PENGARUH PERSEPSI HARGA DAN KENYAMANAN TERHADAP KEPUTUSAN PEMBELIAN PONSEL SAMSUNG DI BEKASI. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(11), 1361-1370. https://cibjournal.com/index.php/musytari/article/view/755

Abstract

With the massive development of technology and the internet, it can affect the purchasing behavior of consumers because they very easily find out information about the products they want to buy. The purpose of this study was to examine factors such as convenience, electronic service quality, perceived benefits, perceived quality and perceived price on consumer behavior to buy Samsung phones. The population of this study are people who live in Bekasi. The sample in this study were 145 people. The sampling technique used purposive sampling method. The data analysis method used is path analysis through the Partial Least Squares Structural Equation Model (PLS-SEM). Based on the results of data testing in this study, it can be concluded that convenience, electronic service quality, perceived benefits, perceived quality and perceived price have a positive effect on consumer behavior in buying Samsung phones. This research can be used for cellphone companies like Samsung to develop their marketing strategies. The limitation of this study is that the research was only conducted in Bekasi so that it does not describe the behavior of buying Samsung phones.

Keywords: convenience, consumer behavior, e-service quality, perceived quality, perceived benefits, price

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