PENGARUH BRAND AWARENESS, WORD OF MOUTH DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG

Lesmana, Aditya (2019) PENGARUH BRAND AWARENESS, WORD OF MOUTH DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh positif dan signifikan antara brand awareness, word of mouth dan gaya hidup terhadap keputusan pembelian smartphone Samsung pada Sinar Shop Pulojahe Jakarta Timur. Penelitian ini menggunakan jenis penelitian kuantitatif yang diukur menggunakan Koefisien Determinasi dengan SPSS 25.00 dengan pengujian hipotesis menggunakan uji t. Teknik pengumpulan data menggunakan metode survey dengan pengamatan langsung dan menyebar kuesioner kepada 93 responden. Hasil penelitian membuktikan bahwa: Brand Awareness secara parsial berpengaruh terhadap keputusan membeli smartphone Samsung; Word of Mouth secara parsial berpengaruh terhadap keputusan membeli smartphone Samsung; Gaya Hidup secara parsial berpengaruh terhadap keputusan membeli smartphone Samsung; dan Secara simultan antara brand awareness, word of mouth dan gaya hidup berpengaruh terhadap keputusan membeli smartphone Samsung. Kata Kunci : Brand Awareness , Word of Mouth , Gaya Hidup , Keputusan Pembelian ABSTRACT This study aims to examine whether there is a positive and significant influence between brand awareness, word of mouth and lifestyle on the decision to purchase Samsung smartphones at Sinar Shop Pulojahe East Jakarta. This research uses quantitative research type that is measured using the coefficient of determination with SPSS 25.00 with hypothesis testing using t test. Data collection techniques using survey methods with direct observation and distributing questionnaires to 93 respondents. The research proves that: Brand Awareness partially has a effect on the decision to buy a Samsung smartphone; Word of Mouth partially has a effect on the decision to buy a Samsung smartphone; Lifestyle has a partially positive effect on the decision to buy a Samsung smartphone; and Simultaneously between brand awareness, word of mouth, and lifestyle has a positive effect on the decision to buy a Samsung smartphone. Keywords : Brand Awareness , Word of Mouth , Lifestyle , Purchase Decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorEngkur, EngkurUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 04 Jan 2022 03:11
Last Modified: 04 Jan 2022 03:11
URI: http://repository.stei.ac.id/id/eprint/6587

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