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
Call Number: SE/31/19/080
NIM: 43114110402
Uncontrolled Keywords: Gaya Hidup, Kelompok Referensi, Citra Merek dan Keputusan Pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional > 382.4 International Commerce by Product and Service/Perdagangan Internasional oleh Produk dan Layanan
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 17 Dec 2019 02:50
Last Modified: 07 Jan 2020 03:36
URI: http://repository.mercubuana.ac.id/id/eprint/52872

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