LESTARY, GINA DWY (2022) PENGARUH GAYA HIDUP, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI ERAFONE SUMMARECON MALL BEKASI. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup, harga dan kualitas produk terhadap keputusan pembelian smartphone di erafonesummarecon mall bekasi. Jenis penelitian ini adalah kuantitatif. Populasi dalam penelitian ini masyarakat Bekasi yang berkunjung dan membeli Smartphone Realme di Erafone Summarecon Mall Bekasi. Teknik sampling dengan menggunakan NonProbability Sampling dengan menggunakan teknik Purposive Sampling. Sampel dalam penelitian ini berjumlah 155 responden. Teknik Pengambilan data dengan cara menyebarkan kuesioner melalui Google Form. Pengujian hipotesis dalam penelitian ini menggunakan analisis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa variabel Gaya Hidup berpengaruh terhadap Keputusan Pembelian, variabel Harga berpengaruh terhadap Keputusan Pembelian dan variabel Kualitas Produk berpengaruh terhadap Keputusan Pembelian. This study aims to determine the influence of lifestyle, price and product quality on smartphone purchasing decisions at Erafone Summarecon Mall Bekasi. This type of research is quantitative. The population in this study was Bekasi people who visited and bought Realme Smartphones at Erafone Summarecon Mall Bekasi. Sampling technique using Non-Probability Sampling using Purposive Sampling technique. The sample in this study amounted to 155 respondents. Data collection techniques by distributing questionnaires through Google Form. Hypothesis testing in this study uses Partial Least Squares (PLS) analysis. The results showed that the Lifestyle variable influenced the Purchase Decision, the Price variable influenced the Purchase Decision and the Product Quality variable influenced the Purchase Decision.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | GINA DWY LESTARY | ||||||||
| Date Deposited: | 24 Nov 2022 03:17 | ||||||||
| Last Modified: | 24 Nov 2022 03:17 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8901 |
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