Dito Raihan Alwan, . (2024) PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN SET TOP BOX MATRIX APPLE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to find out how consumer behavior occurs in the decision to purchase the Apple Matrix Set Top Box and to analyze consumer behavior in the decision making process of purchasing the Apple Matrix Set Top Box compared to other brands using the concept of consumer behavior, consumer behavior models, purchasing decisions, and stages of the purchasing decision process. The method used is descriptive qualitative. Data collection techniques were carried out by interviews. The research uses data reduction techniques, data presentation, and data retrieval with data triangulation. The research results show that consumer behavior in choosing the Apple Matrix Set Top Box is determined by factors such as cultural, social, personal and psychological. Consumers choose products based on their needs, personal preferences, and recommendations from their family or social environment. The purchasing decision process includes problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior. Consumers choose Matrix Apple based on evaluation of quality, features offered, as well as recommendations from people closest to them. Factors such as price, product performance, and influences from the social environment (such as recommendations from family) determine consumer purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910411226] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Siti Maryam] [Penguji 2: Vina Mahdalena] |
| Uncontrolled Keywords: | Set Top Box, Consumer Behavior, Purchase Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | DITO RAIHAN ALWAN |
| Date Deposited: | 26 Aug 2024 03:42 |
| Last Modified: | 26 Aug 2024 03:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31239 |
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