PENGARUH BRAND IMAGE, LIFESTYLE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI PADA MAHASISWA DI JAKARTA SELATAN)

Ferbina Vebiyola Br Ginting, . (2023) PENGARUH BRAND IMAGE, LIFESTYLE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI PADA MAHASISWA DI JAKARTA SELATAN). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research employs a quantitative method with the aim of proving the influence of Brand Image, Lifestyle, and Product Quality, on the Purchase Decision of Samsung smartphones. The study involves 100 respondents, consisting of Samsung smartphone users among university students in South Jakarta, as primary data. Secondary data is obtained through various references related to the research. Data collection utilizes purposive sampling technique and is analyzed using descriptive and inferential analysis techniques with the assistance of SmartPLS4 software. Consequently, the data processing reveals that (1) Brand Image has a positive and significant impact on Purchase Decision. (2) Lifestyle has a positive and significant impact on Purchase Decision. (3) Product Quality has a positive and significant impact on Purchase Decision.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111049] [Ketua Penguji:Bernadin Dwi] [Penguji 1: Pusporini] [Penguji 2 ( pembimbing ): Jenji Gunaedi Argo]
Uncontrolled Keywords: Keywords: Brand Image, Lifestyle, Product Quality, Samsung Smartphone, and Purchasing Decision
Subjects: Z Bibliography. Library Science. Information Resources > Z004 Books. Writing. Paleography
Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science
Z Bibliography. Library Science. Information Resources > Z719 Libraries (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Ferbina Vebiyola Br Ginting
Date Deposited: 20 Mar 2024 09:49
Last Modified: 20 Mar 2024 09:49
URI: http://repository.upnvj.ac.id/id/eprint/27597

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