KHADAFI, MUHAMAD (2019) PENGARUH KELOMPOK ACUAN DAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE DI JABODETABEK. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to determine the influence of reference groups and brand personality on purchasing decisions on iPhone smartphone products in Jabodetabek. The research method used is quantitative with the number of samples as many as 434 people who are users of iphone smartphones already working 20-29 age and domiciled in the Greater Jakarta area. The data collection instrument used a questionnaire of 64 items. Data analysis techniques use CFA (Comfirmatory Factor Analysis). Based on the level of significance (α) = 0.05, obtained Ftable value of 217,013 and sig value of 0.000. From calculation result in table anova known value of Fcount (217,013)> Ftable (3,017) and sig value equal to 0,000 < 0,05. Based on the results of these tests, it was found that the Group's reference and brand personality together play a significant role in consumer purchasing decisions on iPhone smartphone products. Keywords : Reference Group, Brand Personality, Buying Decision Penelitian ini bertujuan untuk mengetahui pengaruh kelompok acuan dan kepribadian merek terhadap keputusan pembelian pada produk smartphone iPhone di Jabodetabek. Metode penelitian yang digunakan yaitu kuantitatif dengan jumlah sampel sebanyak 434 orang yang merupakan pengguna smartphone iphone yang sudah bekerja yang berusia 20-29 dan berdomisili di wilayah Jabodetabek. Instrumen pengumpulan data menggunakan kuesioner berisikan 64 item. Teknik analisis data menggunakan CFA (Comfirmatory Factor Analysis). Berdasarkan taraf signifikansi (α) = 0,05, didapatkan nilai Ftabel sebesar 217,013 dan nilai sig sebesar 0,000. Dari hasil perhitungan pada tabel anova diketahui nilai Fhitung (217,013) > F tabel (3,017) dan nilai sig sebesar 0,000 < 0,05. Berdasarkan hasil pengujian tersebut, ditemukan bahwa Kelompok acuan dan kepribadian merek secara bersama-sama berperan secara signifikan terhadap keputusan pembelian konsumen pada produk smartphone iPhone. Kata Kunci : Kelompok Acuan, Kepribadian Merek, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FP/PSI. 19 115 |
| NIM/NIDN Creators: | 46114010062 |
| Uncontrolled Keywords: | Kelompok Acuan, Kepribadian Merek, Keputusan Pembelian |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional 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 |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 21 Feb 2022 10:10 |
| Last Modified: | 09 May 2022 03:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56487 |
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