RAMADHANI, DWI AYU PRASTIKA (2018) PENGARUH CITRA MEREK, GAYA HIDUP HEDONIS DAN KUALITAS PRODUK TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN iPHONE (Studi Pada Fakultas Ekonomi dan Bisnis Universitas Mercu Buana di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to know the influence of Brand Image, Hedonic Lifestyle and Product Quality on Purchase Decision of iPhone. Data which used in this reseacrh is primary data, collected from over 100 respondents whose are student of Mercu Buana University. The sampling technique that is used in this research is purposive random sampling method, then the data was processed by multiple regression analysis. The result of this research, based on partially it is proved that Hedonic Lifestyle and Product Quality have influence on Purchase Decision. The value of R Square is 0,379 it means all independent variables can explain 37,9% toward dependent variable. While the remaining of 62,1% was explained by other factors which were not examined in this research. Keyword: Brand Image, Hedonic Lifestyle, Product Quality, Purchase Decision Tujuan penelitian ini untuk menganalisa pengaruh Citra Merek, Gaya Hidup Hedonis dan Kualitas Produk terhadap Pengambilan Keputusan Pembelian iPhone. Data yang digunakan dalam penelitian ini adalah data primer yang dikumpulkan dari 100 responden, yaitu mahasiswa Universitas Mercu Buana Teknik pengambilan sampel dalam penelitian ini adalah metode purposive random sampling, kemudian data diproses menggunakan analisa regresi berganda. Hasil dari penelitian ini menunjukan bahwa secara parsial Gaya Hidup Hedonis dan Kualitas Produk berpengaruh terhadap keputusan pembelian. Nilai R Square-nya adalah 0,379 yang berarti semua variabel independen dapat menjelaskan sebesar 37,9% terhadap variabel dependen. Sementara sisanya 62,1% dapat dijelaskan oleh faktor – faktor lainnya yang tidak diuji dalam penelitian ini. Kata kunci: Citra Merek, Gaya Hidup Hedonis, Kualitas Produk, Keputusan Pembelian
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