The impact of product quality, brand image and lifestyle towards purchase decision of iphone

Nuha, Irella Hidna Uli (2019) The impact of product quality, brand image and lifestyle towards purchase decision of iphone. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study is to determine the impact of product quality, brand image, and lifestyle towards purchase decision of iPhone. The analysis used an independent variable of product quality, brand image, and lifestyle. The dependent variable is purchase decision. The sample of this research are students of Pelita Harapan University. A total of 111 participants were selected through convenience sampling from students of Pelita Harapan University who using iPhone. Data were collected from the participants using a standardized questionnaire. The result show that there is a significant positive influence of product quality, brand image, and lifestyle on purchase decision of iPhone.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Nuha, Irella Hidna UliNIM00000007884UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPanjaitan, Tagor M.NIDN0306065801UNSPECIFIED
Additional Information: SK 11-15 NUH i; 31001000261884
Uncontrolled Keywords: product quality; brand image; lifestyle; purchase decision; iPhone
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Yanni Karina
Date Deposited: 15 Jul 2022 08:18
Last Modified: 15 Jul 2022 08:18
URI: http://repository.uph.edu/id/eprint/48708

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