Larassati, Nindy (2022) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN IPHONE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Mahasiswa/i Perguruan Tinggi di Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk, citra merek dan gaya hidup terhadap keputusan pembelian iPhone melalui minat beli sebagai variabel intervening. Penelitian ini dilakukan pada mahasiswa/i perguruan tinggi di Bekasi. Strategi penelitian yang digunakan dalam penelitian ini bersifat asosiatif. Dalam penelitian ini menggunakan data bersifat kuantitatif. Metoda yang digunakan dalam pengumpulan data adalah menggunakan kuesioner yang diukur oleh skala likert. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non probability sampling dengan jumlah sampel sebanyak 100 responden. Dalam pengolahan data ini menggunakan program SmartPLS. Hasil penelitian menunjukan bahwa tidak terdapat pengaruh variabel kualitas produk terhadap minat beli, terdapat pengaruh variabel kualitas produk terhadap keputusan pembelian, terdapat pengaruh variabel citra merek terhadap minat beli, tidak terdapat pengaruh variabel citra merek terhadap keputusan pembelian, ter-dapat pengaruh variabel gaya hidup terhadap minat beli, terdapat pengaruh variabel gaya hidup terhadap keputusan pembelian, tidak terdapat pengaruh minat beli terhadap keputusan pembelian, tidak terdapat pengaruh variabel kualitas produk terhadap keputusan pembelian melalui minat beli, tidak terdapat pengaruh variabel citra merek terhadap keputusan pembelian melalui minat beli, tidak terdapat pengaruh variabel gaya hidup terhadap keputusan pembelian melalui minat beli ABSTRACT This study aims to determine and analyze the effect of product quality, brand image and lifestyle on iPhone purchasing decisions through buying interest as an intervening variable. This research was conducted on university students in Bekasi. The research strategy used in this study is associative. In this study using quantitative data. The method used in data collection is using a questionnaire which is measured by a Likert scale. The sampling technique in this study used a non-probability sampling technique with a total sample of 100 respondents. In processing this data using the SmartPLS program. The results showed that there was no influence of product quality variables on buying interest, there was an influence of product quality variables on purchasing decisions, there was an influence of brand image variables on buying interest, there was no influence of brand image variables on purchasing decisions, there was an influence of lifestyle variables on buying interest, there is an influence of lifestyle variables on purchasing decisions, there is no influence of buying interest on purchasing decisions, there is no influence of product quality variables on purchasing decisions, there is no influence of brand image variables on purchasing decisions, there is no influence of style variables on purchasing decisions through buying interest
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms NINDY LARASSATI | ||||||||
| Date Deposited: | 23 Sep 2022 06:29 | ||||||||
| Last Modified: | 23 Sep 2022 06:29 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8457 |
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