PENGARUH GAYA HIDUP, KELOMPOK REFERENSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI JAKARTA SELATAN

PUTRI, ALIYA ANGGRAINI UTAMI (2019) PENGARUH GAYA HIDUP, KELOMPOK REFERENSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to test and analyze whether lifestyle, reference group, brand image influences iPhone purchasing decisions in South Jakarta. Data collection was carried out through questionnaires and carried out on 125 iPhone consumers in South Jakarta. This type of research is quantitative causal. Data instruments used the SEM statistical method software SmartPLS version 3.0. The results of this study indicate that lifestyle has a positive and significant effect on purchasing decisions. the reference group has a positive and not significant effect on purchasing decisions. brand image has a positive and significant effect on purchasing decisions. Keywords: Lifestyle, Reference Group, Brand Image and Purchasing Decision Penelitian ini bertujuan untuk menguji dan menganalisa apakah gaya hidup, kelompok referensi, citra merek berpengaruh terhadap keputusan pembelian iPhone di Jakarta Selatan. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dilaksanakan pada 125 konsumen iPhone di Jakarta Selatan. Jenis penelitian ini adalah kuantitatif kausal. Instrumen data menggunakan metode statistik SEM software SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian. kelompok referensi berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Gaya Hidup, Kelompok Referensi, Citra Merek dan Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 485
NIM/NIDN Creators:	43114110402
Uncontrolled Keywords:	Gaya Hidup, Kelompok Referensi, Citra Merek dan Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan 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 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	21 Nov 2021 14:07
Last Modified:	25 May 2022 02:19
URI:	http://repository.mercubuana.ac.id/id/eprint/50517

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