"PENGARUH LIFE STYLE, BRAND IMAGE DAN DESIGN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG DI TOKO HAPPY HANDPHONE SHOP JAKARTA BARAT"

OHOIRA, YOHANA (2025) "PENGARUH LIFE STYLE, BRAND IMAGE DAN DESIGN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG DI TOKO HAPPY HANDPHONE SHOP JAKARTA BARAT". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of Lifestyle, Brand Image, Product Design on purchasing decisions for Samsung Mobile Phones at the Happy Shop store in West Jakarta. The population in this study were Samsung mobile phone consumers in West Jakarta. The number of samples used was 100 respondents, calculated based on the Hair formula. The sampling method used purposive sampling. The data collection method used a survey method, with a research instrument using a questionnaire. The analysis method used was the evaluation of the Measurement (Outer) Model, Inner Model and Hypothesis Testing using the Smart-PLS (Partial Least Square) program analysis tool. The results of this study indicate that the lifestyle variable does not have a positive and significant effect on purchasing decisions, then the Brand Image variable does not have a positive and significant effect on purchasing decisions, while Product Design has a positive and significant effect on purchasing decisions. Keywords: Life Style, Brand Image, Product Design, Purchasing Decisions Penelitian ini bertujuan untuk meneliti dan menganalisis pengaruh Lifestyle, Brand Imge, Design Product terhadap keputusan pembelian Handphone Samsung pada toko Happy Shop di Jakarta barat. Populasi dalam penelitian ini adalah konsumen handphone Samsung di Jakarta barat . Jumlah sampel yang digunakan sebanyak 100 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian menggunakan kuesioner. Metode analisis yang digunakan adalah evaluasi Measurement (Outer) Model, Inner Model dan Uji Hipotesis dengan menggunakan alat analisis program Smart-PLS (Partial Least Square). Hasil penelitian ini menunjukan bahwa variable life style tidak berpengaruh positif dan signifikan terhadap keputusan pembelian, kemudian variable Brand Image tidak berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan Design Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Life Style, Brand Image, Design Product, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 180
NIM/NIDN Creators:	43119010363
Uncontrolled Keywords:	Life Style, Brand Image, Design Product, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 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 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	30 Jul 2025 02:43
Last Modified:	30 Jul 2025 02:43
URI:	http://repository.mercubuana.ac.id/id/eprint/96381

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