Saputro, Susilo Adhi (2024) Pengaruh Lifestyle, Content Marketing, dan Brand Image Terhadap Keputusan Pembelian Produk Iphone Pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Influence of Lifestyle, Content Marketing, and Brand Image on Iphone Product Purchase Decisions in University Students August 17, 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In the current modern world and globalization era, the need of communication is important, the needs has an impact on the increase in various types of communication tools. Companies must attract customer’s interest through creating a brand that is able to stick in customer’s mind. Lifestyle, Content Marketing, and Brand Image are often as the main consideration for customer in purchasing and using a product. Therefore, companies are required to create products which are able to compete based on those criteria, one of the company is Apple with its product Iphone. Based on International Data Corporation (2023) in 4 th quarter of 2023, Apple has dominated global smartphone market share with percentage 24.7%. Focus of this research is author uses type of quantitative research, which is using in – depth data analysis in the form of numbers and how to collect data using questionnaires. Based on this research shows 3 variables together have positive and significant impact on purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Lifestyle, Content Marketing, Brand Image, Purchasing Decisions |
| 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: | 1122000130 Susilo adhi saputro |
| Date Deposited: | 14 Oct 2024 07:18 |
| Last Modified: | 14 Oct 2024 07:18 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33621 |
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