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

Wahyu, Safitri (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Tujuan penelitian adalah untuk mengetahui analisis pengaruh kualitas produk, citra merek dan gaya hidup terhadap keputusan pembelian Smartphone Samsung pada warga RW 014 Kelurahan Pisangan Baru. Penelitian ini metode survei menggunakan analisa kuantitatif . Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji reliabilitas, koefisien korelasi dan koefisien determinasi simultan dengan menggunakan program SPSS versi 26.0 for windows. Populasi umum dalam penelitian ini adalah warga RW 014 Kelurahan Pisangan Baru, sedangkan populasi sasarannya adalah 97 responden pada warga RW 014 Kelurahan Pisangan Baru yang membeli dan menggunakan Smartphone Samsung dalam satu tahun terakhir. Teknik pengambilan sampel digunakan dengan metode random sampling. Pengumpulan data menggunakan kuesioner sebanyak 97 responden dari rumus MOE. Hasil dari penelitian membuktikan bahwa kualitas produk berpengaruh secara signifikan terhadap keputusan pembelian, citra merek berpengaruh secara signifikan terhadap keputusan pembelian dan gaya hidup berpengaruh secara signifikan terhadap keputusan pembelian. Hasil koefisien determinasi secara simultan menunjukkan kualitas produk, citra merek dan gaya hidup berpengaruh secara bersama-sama terhadap keputusan pembelian. The research objective was to determine the analysis of the effect of product quality, brand image and lifestyle on purchasing decisions for Samsung smartphones in residents of RW 014, Pisangan Baru Village. This research is a survey method using quantitative analysis. The data testing techniques used in this study include validity, reliability, correlation coefficient and determination coefficient simultaneously using SPSS version 26.0 for windows. The general population in this study were residents of RW 014, Pisangan Baru Village, who bought and used Samsung smartphones in the past year. The sampling technique used was random sampling method. The results of this study prove that product quality has a significant effect on buyer decisions, brand image has a significant effect on purchasing decisions and lifestyle has a significant effect on purchasing decisions. The coefficient of determination simultaneously shows that product quality, brand image and lifestyle have a joint effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorChandra, Ramanidn0323087104rama.chandra@stei.ac.id
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Gaya Hidup, Keputusan Pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Mr Wahyu Safitri
Date Deposited: 01 Dec 2021 01:41
Last Modified: 01 Dec 2021 01:41
URI: http://repository.stei.ac.id/id/eprint/6021

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