Amrullah, Harun (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE (Studi Pada Konsumen di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh kualitas produk, citra merek, dan gaya hidup terhadap keputusan pembelian produk iPhone di Kota Semarang. Data yang digunakan adalah data primer yang diperoleh dari kuesioner. Alat analisis yang digunakan regresi berganda, adapun untuk menguji hipotesis menggunakan uji t. Pengumpulan data melalui kuisioner dengan pengukuran menggunakan skala likert 5 (lima) alternatif jawaban. Populasi yang digunakan dalam penelitian ini adalah seluruh konsumen yang membeli dan menggunakan produk smartphone merek iPhone di Kota Semarang. Jumlah sampel yang digunakan sebesar 100 responden yang melakukan pembelian produk makanan dan minuman lebih dari dua kali. Teknik pengambilan sample menggunakan metode purposive sampling. Hasil penelitian menunjukkan bahwa nilai koefisien determinasi sebesar 0,640, artinya bahwa variabel kualitas produk, citra merek, dan gaya hidup dapat menjelaskan variasi variabel keputusan pembelian sebesar 640%. Hasil uji statistik t menunjukkan bahwa (1) Kualitas produk memiliki pengaruh positif terhadap keputusan pembelian (2) Citra merek memiliki pengaruh positif terhadap keputusan pembelian, dan (3) Gaya hidup memiliki pengaruh positif terhadap keputusan pembelian. ABSTRACT This study aims to analyze and determine the effect of product quality, brand image, and lifestyle on purchasing decisions iPhone product in Semarang City. The data used are primary data obtained from questionnaires. The analysis tool used multiple regression, as for testing the hypothesis using the t test. Collecting data through questionnaires with measurements using a Likert scale of 5 (five) alternative answers. The population used in this study are all consumers who buy and use iPhone brand smartphone products in the city of Semarang. The number of samples used was 100 respondents who purchased food and beverage products more than twice. The sampling technique used purposive sampling methods. The results showed that the coefficient of determination was 0.640, meaning that the variables of product quality, brand image and lifestyle could explain the variation of the purchasing decision variable by 640%. The results of the t statistical test show that (1) Product quality has a positive effect on purchasing decisions (2) Brand image has a positive effect on purchasing decisions, and (3) Lifestyle has a positive effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1800 nim 16.05.51.0302 |
| Uncontrolled Keywords: | Kata Kunci : Kualitas Produk, Citra Merek, Gaya Hidup, dan Keputusan Pembelian. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 07 May 2021 03:13 |
| Last Modified: | 07 May 2021 03:13 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7635 |
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