ANALISIS PENGARUH CITRA MEREK, PERCEIVED VALUE, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE PADA MAHASISWA STEI JAKARTA

Laraswati, Nindya (2022) ANALISIS PENGARUH CITRA MEREK, PERCEIVED VALUE, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE PADA MAHASISWA STEI JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, perceived value dan gaya hidup terhadap keputusan pembelian produk smartphone iPhone di mahasiswa STEI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif, yang diukur dengan menggunakan software SmartPLS 3.3.9. Populasi dalam penelitian ini adalah mahasiswa dan mahasiswi STEI Jakarta yang pernah dan sedang menggunakan smartphone iPhone. Sampel yang ditentukan berdasarkan metode purposive sampling, dengan jumlah sampel sebanyak 100 orang responden. Data yang digunakan dalam penelitian ini berupa data primer dan data sekunder. Teknik pengumpulan data menggunakan metode survei berupa penyebaran kuesioner dengan media google form kepada responden. Dengan menganalisis uji outer model, inner model dan hipotesis menggunakan penelitian SEM-PLS. Hasil penelitian membuktikan bahwa (1) Citra Merek tidak berpengaruh terhadap keputusan pembelian produk smartphone iPhone pada mahasiswa STEI Jakarta, (2) Perceived Value berpengaruh signifikan positif terhadap keputusan pembelian produk smartphone iPhone pada mahasiswa STEI Jakarta, (3) Gaya Hidup berpengaruh signifikan positif terhadap keputusan pembelian produk smartphone iPhone pada mahasiswa STEI Jakarta. This study aims to determine the influence of brand image, perceived value and lifestyle on the purchase decision of iPhone smartphone products in STEI Jakarta students. This study uses a quantitative approach, which is measured using SmartPLS 3.3.9 software. The population in this study were students of STEI Jakarta who had and were using iPhone smartphones. Sample was determined based on the purposive sampling method, with a total sample of 100 respondents. The data used in this study is in the form of primary data and secondary data. The data collection technique uses a survey method in the form of distributing questionnaires with google form media to respondents. By analizing outer model tests, inner models and hypotheses using SEM-PLS research. The results are (1) Brand Image has no significantly effect to purchasing decisions of iPhone smartphone products in STEI Jakarta students, (2) Perceived Value has significantly positive effect to purchasing decisions of iPhone smartphone products in STEI Jakarta students, (3) Lifestyle has significantly positive effect to purchasing decisions of iPhone smartphone products in STEI Jakarta students.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorMaliki, FarmansjahNIDN0303126803farmansjah@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Nindya Laraswati
Date Deposited: 12 Aug 2022 01:38
Last Modified: 12 Aug 2022 01:38
URI: http://repository.stei.ac.id/id/eprint/7910

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