Pengaruh gaya hidup terhadap keputusan pembelian iphone di kalangan mahasiswa Universitas Pelita Harapan = The effect of lifestyle on purchase decision of iphone in the Pelita Harapan Universiity students

Novia, Jennifer (2019) Pengaruh gaya hidup terhadap keputusan pembelian iphone di kalangan mahasiswa Universitas Pelita Harapan = The effect of lifestyle on purchase decision of iphone in the Pelita Harapan Universiity students. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to find out and analyze the influence of lifestyle on the iPhone purchase decision among the Pelita Harapan University students. This study uses three dimensions to describe lifestyle variables (X), namely activities, interests, and opinions. Whereas for the purchase decision variable (Y) uses five dimensions, namely the introduction of needs, recognition of needs, evaluation of alternatives, purchases decisions, and post-purchase behavior. This study uses a quantitative approach with survey research methods. Data collection research was conducted with primary data, namely the distribution of questionnaires to 390 respondents, as well as secondary data in the form of library studies and documentation. The results of hypothesis testing indicate that lifestyle variables have a significant positive effect on iPhone purchasing decisions among University of Pelita Harapan students. / Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh gaya hidup terhadap keputusan pembelian smartphone iphone di Kalangan Mahsiswa Universitas Pelita Harapan. Penelitian ini menggunakan tiga dimensi untuk menggambarkan variabel gaya hidup (X), yaitu aktivitas, minat, dan opini. Sedangkan untuk variabel keputusan pembelian (Y) menggunakan lima dimensi, yaitu pengenalan kebutuhan, pengenalan kebutuhan, evaluasi alternatif, keputusan pembelian, dan perilaku pascapembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survei. Pengumpulan data penelitian dilakukan dengan data primer, yaitu penyebaran kuisioner kepada 390 responden, serta data sekunder berupa studi kepustakaan dan dokumentasi. Hasil pengujian hipotesis menunjukkan bahwa variabel gaya hidup yang berpengaruh positif signifikan terhadap keputusan pembelian smartphone Iphone di kalangan Mahasiswa Universitas Pelita Harapan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Novia, JenniferNIM00000015482JENNIFERNOVIA@HOTMAIL.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRondonuwu, Roy RobertNIDN0029105501UNSPECIFIED
Additional Information: SK 41-15 NOV p
Uncontrolled Keywords: lifestyle ; purchasing decision ; Iphone
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Hamardiati Saptarini
Date Deposited: 30 Jun 2020 08:48
Last Modified: 22 Apr 2021 04:31
URI: http://repository.uph.edu/id/eprint/9003

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