PENGARUH HARGA, MOTIVASI DAN GAYA HIDUP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO (Studi Kasus Pada Warga RW 03 Cakung Barat)

RUKOYAH, WIDI FATMA (2021) PENGARUH HARGA, MOTIVASI DAN GAYA HIDUP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO (Studi Kasus Pada Warga RW 03 Cakung Barat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui (1) Apakah Harga berpengaruh terhadap keputusan pembelian smartphone Vivo pada warga RW 03 Cakung Barat (2) Apakah Motivasi berpengaruh terhadap keputusan pembelian smartphone Vivo pada warga RW 03 Cakung Barat (3) Apakah Gaya Hidup konsumen berpengaruh terhadap keputusan pembelian smartphone Vivo pada warga RW 03 Cakung Barat (4) Apakah Harga, Motivasi dan Gaya Hidup Konsumen secara simultan berpengaruh terhadap keputusan pembelian smartphone Vivo pada warga RW 03 Cakung Barat Metoda survey sebagai metoda penelitian dengan pendekatan kuantitatif. Populasi penelitian ini adalah warga Rw 03 Cakung Barat yang pernah melaukan pembelian smartphone Vivo. Pengambilan sampel menggunakan teknik non-probability sampling sebanyak 97 responden. Metoda yang digunakan dalam pengumpulan data adalah kuesioner (angket). Metoda analisis yang digunakan adalah uji validitas, uji reliabilitas, analisis koefisien determinasi parsial dan berganda, serta pengujian hipotesis. Hasil penelitian meunjukkan secara parsial harga berpengaruh signifikan dengan kontribusi sebesar 62,09% dalam mempengaruhi keputusan pembelian smartphone Vivo. Secara parsial motivasi konsumen berpengaruh signifikan dengan kontribusi sebesar 66,68% dalam mempengaruhi keputusan pembelian smartphone Vivo. Dan gaya hidup konsumen secara parsial berpengaruh signifikan dengan kontribusi sebesar 50,12% dalam mempengaruhi keputusan pembelian smartphone Vivo. Serta secara simultan persepsi kualitas, motivasi dan gaya hidup konsumen berpengaruh signifikan terhadap keputusan pembelian smartphone Vivo dengan besar pengaruhnya adalah 67,24%. Kata Kunci: Harga, motivasi, gaya hidup, dan keputusan pembelian. This study aims to determine (1) Does the price affect the purchasing decisions of Vivo smartphones in residents of RW 03 Cakung Barat (2) Does motivation affect the purchasing decisions of Vivo smartphones in residents of RW 03 Cakung Barat (3) Does consumer lifestyle affect purchasing decisions Vivo smartphones in residents of RW 03 Cakung Barat (4) Do prices, motivations and consumer lifestyles simultaneously affect the purchasing decisions of Vivo smartphones in residents of RW 03 Cakung Barat Survey method as a research method with a quantitative approach. The population of this study were residents of Rw 03 Cakung Barat who had purchased a Vivo smartphone. Sampling using non-probability sampling technique as many as 97 respondents. The method used in data collection is a questionnaire (questionnaire). The analytical method used is validity test, reliability test, partial and multiple determination coefficient analysis, and hypothesis testing. The results showed that partially the price had a significant effect with a contribution of 62.09% in influencing the Vivo smartphone purchase decision. Partially, consumer motivation has a significant effect with a contribution of 66.68% in influencing Vivo smartphone purchase decisions. And consumer lifestyle partially has a significant effect with a contribution of 50.12% in influencing Vivo smartphone purchasing decisions. And simultaneously the perception of quality, motivation and lifestyle of consumers have a significant effect on purchasing decisions Vivo smartphones with a large effect of 67.24%. Keywords: price, motivation, lifestyle, and purchasing decision.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSAKTI, SRI HANDOKONIDN0330096602handoko@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: WIDI FATMA RUKOYAH
Date Deposited: 21 Dec 2021 01:52
Last Modified: 21 Dec 2021 01:52
URI: http://repository.stei.ac.id/id/eprint/6323

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