PENGARUH BRAND AWARENESS, BRAND IMAGE, PROMOSI DIGITAL DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN IPHONE (STUDI KASUS MAHASISWA FEB UNIVERSITAS LABUHANBATU)

SURI KHOLIZA, NPM 2101100159 (2025) PENGARUH BRAND AWARENESS, BRAND IMAGE, PROMOSI DIGITAL DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN IPHONE (STUDI KASUS MAHASISWA FEB UNIVERSITAS LABUHANBATU). Tugas_Akhir(Artikel) Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 4 (2). pp. 342-358. ISSN 2809-6037(e-ISSN) 2809-5901(p-ISSN)

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness(X1), brand image(X2), promosi digital(X3), dan gaya hidup(X4) terhadap keputusan pembelian iPhone(Y) studi kasus Mahasiswa FEB Universitas Labuhanbatu. Jenis penelitian yang digunakan adalah penelitian deskriptif dengan pendekatan kuantitatif. Sampel yang digunakan sebanyak 91 responden yang merupakan Mahasiswa FEB Universitas Labuhanbatu dengan menggunakan teknik purposive sampling berdasarkan rumus slovin. Pengumpulan data dilakukan dengan menyebarkan kuesioner melalui google formulir secara online kepada para Mahasiswa FEB Universitas Labuhanbatu. Metode analisis data dilakukan melalui pengujian instrument, uji asumsi klasik, analisis regresi berganda serta pengujian hipotesis menggunakan statistical package for the social sciences (SPSS). Hasil penelitian ini menunjukkan bahwa variabel brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian iPhone, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian iPhone, promosi digital berpengaruh positif dan signifikan terhadap keputusan pembelian iPhone, gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian iPhone. Kata Kunci: Brand Awareness, Brand Image, Promosi Digital Dan Gaya Hidup , Keputusan Pembelian ================================================================================================== This study aims to determine the effect of brand awareness (X1), brand image (X2), digital promotion (X3), and lifestyle (X4) on iPhone purchasing decisions (Y) case study of FEB Labuhanbatu University Students. The type of research used is descriptive research with a quantitative approach. The sample used was 91 respondents who were Labuhanbatu University Students using purposive sampling technique based on the slovin formula. Data collection was carried out by distributing questionnaires via google forms online to FEB Labuhanbatu University Students. The data analysis method was carried out through instrument testing, classical assumption testing, multiple regression analysis and hypothesis testing using the statistical package for the social sciences (SPSS). The results of this study indicate that the brand awareness variable has a positive and significant effect on iPhone purchasing decisions, brand image has a positive and significant effect on iPhone purchasing decisions, digital promotion has a positive and significant effect on iPhone purchasing decisions, lifestyle has a positive and significant effect on iPhone purchasing decisions. Keyword: Brand Awareness, Brand Image, Digital Promotion , Lifestyle , Purchasing Decisions

Item Type:	Article
Uncontrolled Keywords:	Brand Awareness, Brand Image, Promosi Digital Dan Gaya Hidup , Keputusan Pembelian================Brand Awareness, Brand Image, Digital Promotion , Lifestyle , Purchasing Decisions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	30 Jul 2025 04:11
Last Modified:	30 Jul 2025 04:11
URI:	http://repository.ulb.ac.id/id/eprint/1603

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