Agustina, Agustina (2024) Pengaruh Brand Image, Reference Group dan Lifestyle terhadap Keputusan Pembelian Smartphone Iphone pada Generasi Z di Surabaya. (The Influence of Brand Image, Reference Group and Lifestyle on Generation Z Smartphone Purchase Decisions in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze and prove the influence of brand image, reference group, and Lifestyle partially and simultaneously on iPhone smartphone purchase decisions for generation Z in Surabaya. The study used a quantitative approach. The sampling technique in this study was performed using Nonprobability sampling and Purposive sampling is a sampling technique based on the characteristics of at least 17 years old., domiciled in East Surabaya and has used or is using an iPhone Smartphone with a sample of 100 respondents. Data tests used are instrument test, classical assumption test, 1 test and F test. Data analysis using linear regression multiple coefficiency determination (R²). The results of the research show that the brand image variable has a significant influence on the decision to purchase a generation Z iPhone smartphone in Surabaya, the reference group has a significant influence on the decision to purchase a generation Z iPhone smartphone in Surabaya, lifestyle has a significant influence on the decision to purchase a generation Z iPhone smartphone in Surabaya, and brand image, reference group, and lifestyle simultaneously have a significant influence on purchasing decisions for Generation Z iPhone smartphones in Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | brand image, reference group, and Lifestyle, purchasing decisions, iPhone, generation Z. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000257 Agustina Agustina |
| Date Deposited: | 24 Jul 2024 03:03 |
| Last Modified: | 24 Jul 2024 07:08 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/29603 |
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