RENI, RENI (2022) PENGARUH GAYA HIDUP,MOTIVASI, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI DKI JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Gaya Hidup, Motivasi, dan Persepsi Harga terhadap Keputusan Pembelian iPhone di Dki Jakarta. Variabel bebas dalam penelitian ini adalah Gaya Hidup, Motivasi, dan Persepsi Harga. Sedangkan variable terikat dalam penelitian ini adalah Keputusan Pembelian. Penelitian ini menggunakan jenis penelitian kuantitatif, dengan strategi penelitian asosiatif. Populasi dalam penelitian ini ialah pengguna iPhone di Dki Jakarta. Metode pengambilan sampel menggunakan teknik Non-probability Sampling dengan jenis pendekatan Purposive Sampling dengan jumlah sampel sebanyak 75 responden. Data yang digunakan dalam penelitian ini adalah data primer. Teknik pengumpulan data primer diperoleh melalui penyebaran kuesioner menggunakan tautan (link) yang disebarkan melalui media sosial. Metode analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan menggunakan analisis Partial Least Square (PLS) melalui software SmartPLS 3.3.9 yang meliputi uji outer model, inner model, dan uji hipotesis. Hasil dari penelitian menunjukkan bahwa Gaya Hidup berpengaruh positif dan signifikan terhadap keputusan pembelian, Motivasi berpengaruh positif dan signifikan terhadap keputusan pembelian dan Persepsi Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Sehingga dapat disimpulkan bahwa secara parsial gaya hidup, motivasi, dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Keputusan Pembelian, Gaya Hidup, Motivasi dan Persepsi Harga ABSTRACT This study aims to determine how much influence Lifestyle, Motivation, and Price Perception To iPhone Purchase Decisions in DKI Jakarta. The independent variables in this study are Lifestyle, Motivation, and Price Perception. While the dependent variable on this study is the Purchase Decision. This research uses quantitative research, with associative research strategy. The population in this study are iPhone users in DKI Jakarta. The sampling method are used Non-probability Sampling technique with the type of Purposive Sampling approach with a total sample of 75 respondents. The data used in this study is a primary data. The primary data collection technique was obtained through distributing questionnaires using links distributed through social media. The data analysis method used is descriptive analysis and inferential analysis using Partial Least Square (PLS) analysis through SmartPLS 3.3.9 software which includes testing the outer model, inner model, and hypothesis testing. The results of the study indicate that Lifestyle has a positive and significant effect on purchasing decisions, Motivation has a positive and significant effect on purchasing decisions and Price Perceptions have a positive and significant effect on purchasing decisions. So it can be concluded that partially lifestyle, motivation, and price perception have a positive and significant effect on purchasing decisions. Keywords: Purchase Decision, Lifestyle, Motivation and Price Perception
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RENI | ||||||||
| Date Deposited: | 19 Dec 2022 06:14 | ||||||||
| Last Modified: | 19 Dec 2022 06:14 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9074 |
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