KIKI DHEA AMALIA, NPM 200110069 (2024) PENGARUH GAYA HIDUP, HARGA, BRAND IMAGE, SERTA KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN IPHONE DIKALANGAN REMAJA DILABUHANBATU. Tugas_Akhir (Artikel) YUME : Journal of Management, 7 (1). pp. 812-822. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan demi mengetahui bagaimana gaya hidup, harga, brand image dan kualitas produk mempengaruhi keputusan konsumen muda untuk membeli iPhone. Penelitian ini menggunakan metodologi deskriptif yang memadukan pengumpulan data online (menggunakan Google Forms) dengan teknik pengambilan sampel survei (dengan sekitar 120 responden). Data subjektif digunakan dalam penelitian semacam ini dan dibandingkan dengan data kuantitatif. Teknik analisis data dengan SPSS meliputi validitas, regresi linier berganda, t, f, reliabilitas, dan asumsi klasik. Hasil hipotesis menunjukkan bahwa gaya hidup, harga, nama merek, dan kualitas produk berbeda satu sama lain dan masing-masing variabel berpengaruh signifikan terhadap keputusan pembelian di bawah ambang batas 0,05. Kata Kunci : Iklan, Harga, Kualitas Produk, Promosi Dan Minat Beli. ================================================================================================= This research aims to find out how lifestyle, price, brand image and product quality influence young consumers' decisions to buy an iPhone. This research uses a descriptive methodology that combines online data collection (using Google Forms) with survey sampling techniques (with approximately 120 respondents). Subjective data is used in this kind of research and compared with quantitative data. Data analysis techniques using SPSS include validity, multiple linear regression, t, f, reliability, and classical assumptions. The hypothesis results show that lifestyle, price, brand name, and product quality are different from each other and each variable has a significant effect on purchasing decisions below the threshold of 0.05. Keywords : Advertising, Price, Product Quality, Promotion, Purchase Intention.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Iklan, Harga, Kualitas Produk, Promosi Dan Minat Beli. ================================================= Advertising, Price, Product Quality, Promotion, Purchase Intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor 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: | 13 Jun 2024 02:58 |
| Last Modified: | 13 Jun 2024 02:58 |
| URI: | http://repository.ulb.ac.id/id/eprint/805 |
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