PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI

NARWATI, NARWATI (2022) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of Product Quality, Price Perception, and Lifestyle on Iphone Product Purchase Decisions with Purchase Intention as a Mediation Variable. This research design uses a causal research design. The population in this study are all consumers who know Iphone smartphones in DKI Jakarta. The number of samples used as many as 230 respondents. The instrument used is a questionnaire. Data analysis method using Partial Least Square (PLS). The results showed that Product quality had a positive and significant effect on Purchase intention. Price Perception has a positive and significant effect on Purchase intention. Lifestyle has a positive and significant influence on Purchase intention. Purchase intention has a positive and significant influence on purchasing decisions. Product quality has a positive and significant influence on purchasing decisions. Price perception has a positive and significant influence on purchasing decisions. Lifestyle has a positive and significant influence on purchasing decisions. Keywords: Product Quality, Price Perception, Lifestyle, Purchase Intention, Purchase Decision Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Kualitas Produk, Persepsi Harga, Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Iphone Dengan Minat Beli Sebagai Variabel Mediasi. Desain penelitian ini menggunakan desain penelitian kausal. Populasi dalam penelitian ini adalah seluruh konsumen yang mengetahui smartphone Iphone di DKI Jakarta. Adapun jumlah sampel yang digunakan sebanyak 230 responden. Instrumen yang digunakan dengan kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukan bahwa kualitas Produk memiliki pengaruh positif dan signifikan terhadap minat beli. Persepsi Harga memiliki pengaruh positif dan signifikan terhadap minat beli. Gaya Hidup memiliki pengaruh positif dan signifikan terhadap minat beli. Minat Beli memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas Produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Persepsi Harga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Gaya Hidup memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Persepsi Harga, Gaya Hidup, Minat Beli, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 102
Call Number: SE/31/23/228
NIM/NIDN Creators: 43116120274
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Gaya Hidup, Minat Beli, 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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 26 Jun 2023 08:42
Last Modified: 26 Jun 2023 08:42
URI: http://repository.mercubuana.ac.id/id/eprint/78237

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