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

ANJASTYO, EKKI (2019) 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)
NIM: 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 > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 22 Nov 2019 01:21
Last Modified: 22 Nov 2019 01:21
URI: http://repository.mercubuana.ac.id/id/eprint/52178

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