PENGARUH CITRA MEREK, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE

DANATA, DANATA (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to determine the effect of brand image, product quality and consumer lifestyle on purchasing decisions of Iphone smartphones. This study uses a quantitative descriptive method with the research population are iPhone consumers in the Greater Jakarta area. Sampling technique using convenience sampling obtained 120 respondents. The data analysis technique used is multiple regression with the assistance of SPSS 23 and Smart-PLS. The results showed that product quality and lifestyle had a positive and significant effect on purchasing decisions on iPhone smartphones while brand image had no significant effect. Keywords: Brand Image, Product Quality, Lifestyle, Purchase Decision, iPhone Smartphone Penelitian ini bertujuan untuk mengetahui adanya pengaruh dari citra merek, kualitas produk dan gaya hidup konsumen terhadap keputusan pembelian smartphone Iphone. Penelitian ini menggunakan metode deskriptif kuantitatif dengan populasi penelitian yaitu konsumen iPhone di wilayah Jabodetabek. Teknik sampling dengan menggunakan convenience sampling diperoleh 120 responden. Teknik analisis data yang digunakan adalah regresi berganda dengan bantuan SPSS 23 dan Smart-PLS. Hasil penelitian menunjukan bahwa kualitas produk dan gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone iPhone, sedangkan citra merek tidak berpengaruh signifikan. Kata Kunci: Citra merek, Kualitas Produk, Gaya Hidup, Keputusan Pembelian, Smartphone iPhone.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 396
Call Number:	SE/31/23/076
NIM/NIDN Creators:	43116120255
Uncontrolled Keywords:	Citra merek, Kualitas Produk, Gaya Hidup, Keputusan Pembelian, Smartphone iPhone.
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental 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 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:	25 Jan 2023 03:47
Last Modified:	25 Jan 2023 03:47
URI:	http://repository.mercubuana.ac.id/id/eprint/73690

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