PENGARUH CITRA MEREK, PERSEPSI HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN IPHONE X (STUDI KASUS PENGGUNA APPLE IPHONE DI JAKARTA BARAT)

RIFKY, MUHAMAD (2022) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN IPHONE X (STUDI KASUS PENGGUNA APPLE IPHONE DI JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of Brand Image, Price Perception and Lifestyle on iPhone X Smartphone purchasing decisions in West Jakarta. The population in this study were iPhone x Smartphone users in West Jakarta. The sample in this study found 185 respondents using purposive sampling technique. The data collection method uses a questionnaire that is filled in through the Google form. The data analysis method used in this study used multiple linear regression analysis assisted by SPSS software. Based on the results of data analysis, this study proves that Brand Image has a positive and significant effect on iPhone X smartphone purchasing decisions, Price Perception has a positive and significant impact on iPhone X smartphone purchasing decisions and lifestyle has a significant and significant effect on iPhone X smartphone purchasing decisions. Keywords: Brand Image, Price Perception, Lifestyle and Purchase Decision Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Citra Merek, Persepsi Harga dan Gaya Hidup terhadap keputusan pembelian Smartphone iPhone X di Jakarta Barat. Populasi dalam penelitian ini adalah Pengguna Smartphone iPhone x di Jakarta Barat. Sampel dalam penelitian ini berjumlah 185 responden dengan menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner yang di isi melalui Google form. Metode analisis data yang digunakan dalam penelitian ini menggunakan analisis regresi linier berganda yang dibantu dengan software SPSS. Berdasarkan hasil analisis data penelitian ini membuktikan bahwa Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone iPhone X, Presepsi Harga berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone iPhone X dan gaya hidup berpengaruh dan signifikan terhadap keputusan pembelian Smartphone iPhone X. Kata Kunci: Citra Merek, Persepsi Harga, Gaya Hidup dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 210
NIM/NIDN Creators: 43118010355
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Gaya Hidup dan Keputusan Pembelian
Subjects: 500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 510 Mathematics/Matematika > 511 General Principles of Mathematics > 511.6 Combinatorial Analysis/Analisa Kombinasi > 511.65 Choice/Pemilihan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 09 Nov 2022 06:46
Last Modified: 09 Nov 2022 06:46
URI: http://repository.mercubuana.ac.id/id/eprint/71468

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