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

FEBRIANTO, ROYHAN BAGAS (2025) PENGARUH KUALITAS PRODUK , GAYA HIDUP DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SMARTPHONE VIVO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of product quality, lifestyle, and brand image on consumer purchasing decisions for Vivo smartphones in South Tangerang. The research method used was quantitative, with questionnaires distributed to 160 respondents. Data were analyzed using validity and reliability tests, multiple linear regression, and hypothesis testing (t-test and F-test). The results showed that product quality had a positive and significant effect on purchasing decisions, lifestyle had a positive and significant effect on purchasing decisions, and brand image had a positive and significant effect. Furthermore, all three independent variables simultaneously had a positive and significant effect on consumer purchasing decisions. These findings confirm that good product quality, a suitable consumer lifestyle, and a strong brand image can increase consumer purchasing decisions for Vivo smartphones in South Tangerang. Keywords: Product Quality, Lifestyle, Brand Image, Purchase Decision, Vivo Smartphone Consumers Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, gaya hidup, dan citra merek terhadap keputusan pembelian konsumen pada smartphone Vivo di Tangerang Selatan. Metode penelitian yang digunakan adalah kuantitatif dengan penyebaran kuesioner kepada 160 responden. Data dianalisis menggunakan uji validitas, reliabilitas, regresi linear berganda, serta uji hipotesis (uji t dan uji F) Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian, serta citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, secara simultan ketiga variabel independen tersebut berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Temuan ini menegaskan bahwa kualitas produk yang baik, gaya hidup konsumen yang sesuai, serta citra merek yang kuat mampu meningkatkan keputusan pembelian konsumen terhadap smartphone Vivo di Tangerang Selatan. Kata kunci: Kualitas Produk, Gaya Hidup, Citra Merek, Keputusan Pembelian, Konsumen Smartphone Vivo

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 391
NIM/NIDN Creators:	43121010357
Uncontrolled Keywords:	Kualitas Produk, Gaya Hidup, Citra Merek, Keputusan Pembelian, Konsumen Smartphone Vivo
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 100 Philosophy and Psychology/Filsafat dan Psikologi > 110 Metaphysics/Metafisika > 111 Ontology/Hakekat, Kebenaran, Eksistensi > 111.8 Classical Properties of Being/Sifat Klasik > 111.85 Aesthetics/Estetika 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 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 778 Specific Fields of Photography/Bidang-bidang Khusus Seni Fotografi > 778.2 Photographic Projection/Fotografi Proyeksi, Proyeksi Fotografis
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	27 Oct 2025 06:38
Last Modified:	27 Oct 2025 06:38
URI:	http://repository.mercubuana.ac.id/id/eprint/99841

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