Ichlasia Aliya Diani, . (2024) PENGARUH IKLAN, GAYA HIDUP, DAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN APPLE IPHONE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study is a quantitative research that analyzes the influence of Advertising, Lifestyle, and Brand Personality on Apple iPhone Purchase Decisions. The study sampled 100 respondents from DKI Jakarta using purposive sampling methods. Data collection was conducted by distributing questionnaires via Google Forms to Apple iPhone buyers. Data analysis techniques employed PLS-SEM with the assistance of SmartPLS 4.0 software. Hypothesis testing in this study used t-tests with a significance level. The results of this study indicate that (1) advertising has a positive and significant influence on purchase, (2) lifestyle has a positive and significant influence on purchase decisions with, and (3) brand personality has a positive and significant influence on purchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010111064] [Pembimbing: Diana Triwardhani] [Penguji 1: Miguna Astuti] [Penguji 2: Rosali Sembiring Colia] |
| Uncontrolled Keywords: | Advertising, Lifestyle, Brand Personality, Purchase Decisions |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | ICHLASIA ALIYA DIANI |
| Date Deposited: | 19 Sep 2024 04:09 |
| Last Modified: | 19 Sep 2024 04:09 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32796 |
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