YOLAND SHINTA NARA, NPM 2101100175 (2025) PENGARUH GAYA HIDUP HEDONISME, DESAIN PRODUK, CITRA MERK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MERK APPLE. Tugas_Akhir(Artikel) Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 4 (2). pp. 12-31. ISSN 2809-6037 (e-ISSN) 2809-5901 (p-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup hedonisme, desain produk, citra merek, dan persepsi harga terhadap keputusan pembelian smartphone merek Apple. Penelitian ini menggunakan metode kuantitatif dengan pengolahan data melalui aplikasi SPSS 23. Berdasarkan hasil penelitian, ditemukan bahwa secara parsial gaya hidup hedonisme, citra merek, dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan desain produk menunjukkan pengaruh negatif dan signifikan. Secara simultan, gaya hidup hedonisme, desain produk, citra merek, dan persepsi harga secara bersama-sama berpengaruh terhadap keputusan pembelian smartphone Apple. Temuan ini mengindikasikan bahwa faktor gaya hidup, persepsi terhadap merek, dan persepsi harga lebih dominan dalam memengaruhi minat konsumen untuk membeli produk Apple dibandingkan dengan aspek desain produk. Kata Kunci : Gaya Hidup Hedonisme, Desain Produk, Citra Merek, Persepsi Harga, Keputusan Pembelian ============================================================ This study aims to examine the influence of hedonistic lifestyle, product design, brand image, and price perception on purchasing decisions for Apple smartphones. The research employed a quantitative method with data processing using the SPSS 23 application. The findings indicate that, partially, hedonistic lifestyle, brand image, and price perception have a positive and significant influence on purchasing decisions, while product design does shows a negative and significant effect. Simultaneously, hedonistic lifestyle, product design, brand image, and price perception together influence the purchasing decisions of Apple smartphones. These findings suggest that lifestyle factors, brand perception, and price perception play a more dominant role in influencing consumers' interest in purchasing Apple products compared to the aspect of product design. Keyword : Hedonistic Lifestyle, Product Design, Brand Image, Price Perception, Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Gaya Hidup Hedonisme, Desain Produk, Citra Merek, Persepsi Harga, Keputusan Pembelian===================Hedonistic Lifestyle, Product Design, Brand Image, Price Perception, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 15 Jul 2025 02:37 |
| Last Modified: | 15 Jul 2025 02:42 |
| URI: | http://repository.ulb.ac.id/id/eprint/1579 |
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