Pengaruh Lifestyle, Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Iphone pada Karang Taruna Desa Tambak Kemerakan Kec. Krian Kab. Sidoarjo. (The Influence of Lifestyle, Brand Image and Product Quality on Iphone Purchase Decisions in the Youth Organization of Tambak Kemerakan Village, Krian District, Sidoarjo Regency).

Sabila, Shafa (2024) Pengaruh Lifestyle, Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Iphone pada Karang Taruna Desa Tambak Kemerakan Kec. Krian Kab. Sidoarjo. (The Influence of Lifestyle, Brand Image and Product Quality on Iphone Purchase Decisions in the Youth Organization of Tambak Kemerakan Village, Krian District, Sidoarjo Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Era globalisasi membawa kemajuan teknologi dan informasi yang menjadi bagian penting dalam kehidupan sehari-hari. Salah satu smartphone yang populer adalah iPhone dari Apple Inc., yang dikenal dengan inovasi dan fitur unggulannya seperti kamera berkualitas tinggi, sistem operasi iOS, dan berbagai aplikasi produktivitas dan hiburan. Penelitian bertujuan mengetahui pengaruh Keputusan Pembelian iPhone dikalangan Karang Taruna Desa Tambak Kemerakan yang dipengaruhi oleh lifestyle, brand image dan kualitas produk. Penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling. Data diperoleh dari 91 responden yang tergabung dalam Karang Taruna Desa Tambak Kemerakan, yang disebarkanmelalui e-kuesioner yang disebarkan melalui Google Form. Analisis data dilakukan dengan menggunakan statistic deskriptif dan analisis regresi linier berganda melalui software SPSS. Pengujian meliputi uji validitas, uji reliabilitas, uji asumsi klasik, serta uji hipotesis parsial (Uji-t), Uji Simultan (Uji-F), Uji Koefisien Determinasi (R2). Dengan hasil uji validitas pada variabel lifestyle, brandimage, kualitas produk dan keputusan pembelian adalah valid dengan rhitung lebih besar daripada rtabel. Sedangkan hasil dari uji reliabilitas semua variabel dinyatakan reliabel dengan nilai Cronbach’s Alpha lebih besar dari 0,60. Hasil analisis menunjukkan bahwa variabel lifestyle tidak memiliki pengaruh terhadap keputusan pembelian, variabel brand image memiliki pengaruh terhadap keputusan pembelian, dan pada variabel kualitas produk memiliki pengaruh terhadap keputusan pembelian. Penelitian ini menyarankan kepada perusahaan jika ingin meningkatkan keputusan pembelian maka perusahaan harus terusmemperkuar brand image dan kualitas produknya tanpa terlalu fokus pada faktor gaya hidup konsumen.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Lifestyle, Brandimage,Kualitas Produk, Keputusan Pembelian iPhone
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1122000025 Shafa Sabila
Date Deposited:	14 Oct 2024 06:38
Last Modified:	14 Oct 2024 06:38
URI:	http://repository.untag-sby.ac.id/id/eprint/33388

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