PERSEPSI DAN SPESIFIKASI PRODUK DALAM MEMENGARUHI PREFERENSI KONSUMEN DALAM MEMILIH PRODUK SMARTPHONE DI KABUPATEN SUMBAWA

Abstract

This study aims to examine the effects of consumer perceptions and product specifications on consumer preferences when choosing smartphones in Sumbawa District. The study employs an associative research design. The quantitative data consist of respondents’ questionnaire scores obtained directly from primary sources. The population for this study consists of all smartphone users in Sumbawa District, the exact number of which is unknown. The sample size was determined using the Lemeshow formula, resulting in a total of 96 individuals. Participants were selected using a simple random sampling technique. The data were analyzed using multiple linear regression, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination (R²). The results indicate that consumer perceptions and product specifications each have a positive and significant effect on consumer preferences when choosing smartphones in Sumbawa District. This finding is supported by the calculated t-values for consumer perceptions and product specifications of 3.398 and 5.858, respectively, both exceeding the critical t-value of 1.986. Consumer perceptions and product specifications also jointly have a significant effect on consumer preferences when choosing smartphones, with a calculated F-value of 28.502 exceeding the critical F-value of 3.094. Consumer perceptions and product specifications explain 52.9% of the variation in consumer preferences when choosing smartphones, while the remaining 47.1% is attributable to other variables not examined in this study, such as product quality, price perceptions, brand image, and technological features.