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.
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