PENGARUH GAYA HIDUP DAN IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN OPPO SMARTPHONE (Studi Kasus Di Meruya Selatan Jakarta Barat)

ANJASTYO, EKKI (2018) PENGARUH GAYA HIDUP DAN IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN OPPO SMARTPHONE (Studi Kasus Di Meruya Selatan Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of lifestyle and television advertising on the smartphone oppo purchase decision. The object of this research is in the southern meruya region, west Jakarta. This study was conducted on 100 respondents using a quantitative descriptive approach. Analysis of the data used is statistical analysis in the form of multiple linear regression tests. The results of this study indicate that persistently and simultaneously, the Lifestyle variable does not have an effect but it is significant for purchasing decisions and television advertising influencing the decision to buy an Oppo smartphone in the southern region of West Jakarta. evidenced by the results of simultaneous tests (Test F) and the results of the formal test (t test) also show that Lifestyle has no effect but significant and significant television Ads from two independent variables that support the hypothesis. Keywords: Lifestyle and television advertising on purchasing decisions Penelitian ini bertujuan untuk menganalisis pengaruh Gaya hidup dan iklan televisi terhadap keputusan pembelian oppo smartphone . Objek penelitian ini diwilayah meruya selatan, jakarta barat. Penelitian ini dilakukan pada 100 responden menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik berupa uji regresi linier berganda. Hasil penelitian ini menunjukan bahwa secara persisten dan simultan, variabel Gaya hidup tidak berpengaruh tapi signifikan terhadap keputusan pembelian dan Iklan televisi mempengaruhi keputusan pembelian oppo smartphone diwilayah meruya selatan jakarta barat. dibuktikan dengan hasil tes simultan (Uji F) dan hasil uji persial (uji t) juga menunjukkan Gaya hidup tidak berpengaruh tapi signifikan dan Iklan televisi signifikan dari dua variabel independen yang mendukung hipotesis. Kata kunci: Gaya hidup dan iklan televisi terhadap keputusan pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 657
NIM/NIDN Creators:	43114010441
Uncontrolled Keywords:	Gaya hidup dan iklan televisi terhadap keputusan pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast > 070.195 Television/Televisi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.92 Influence of Social Environment/Pengaruh Lingkungan Sosial 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	21 Nov 2021 09:31
Last Modified:	04 Jun 2022 04:42
URI:	http://repository.mercubuana.ac.id/id/eprint/50217

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