Rifa Khalisha, . (2024) PENGARUH BRAND IMAGE, LIFESTYLE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA IPHONE DI JAKARTA SELATAN). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In this modern era, the development of Science and Technology (IPTEK) is experiencing rapid progress with various innovative discoveries continuing to emerge, one of which is progress in communication technology, especially in the development of smartphones. Along with rapid progress in this field, smartphones have become one of the main necessities that cannot be separated from everyday life. This research aims to find out, analyze and prove whether brand image, lifestyle and product quality influence purchasing decisions. The population in this study are iPhone users who live and carry out activities in South Jakarta. The sample used was 100 respondents with a purposive sampling method using non-probability sampling techniques. This research is quantitative research using primary data. Data collection uses a Google form which is distributed online. The data analysis technique used is descriptive analysis and inferential analysis using Partial Least Square (PLS) with SmartPLS 4.0 software. The results of the test showed that (1) brand image had a significant influence on purchasing decisions, (2) lifestyle had a significant influence on purchasing decisions, and (3) product quality had a significant influence on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111202] [Pembimbing: Prasetyo Hadi] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Bernadin Dwi] |
| Uncontrolled Keywords: | Brand Image, Lifestyle, Product Quality, Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | RIFA KHALISHA |
| Date Deposited: | 12 Feb 2025 01:50 |
| Last Modified: | 12 Feb 2025 01:50 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34593 |
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