PENGARUH GAYA HIDUP, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA GENERASI Z DI JAKARTA SELATAN

Dinda Wenidita, . (2024) PENGARUH GAYA HIDUP, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA GENERASI Z DI JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The popularity of the iPhone among Generation Z, particularly in the South Jakarta region, has increased due to advancements in smartphone technology. However, it is unclear how much brand image, lifestyle characteristics, and opinions about product quality influence the purchasing decisions of generation Z, a digitally savvy and extremely picky consumer base. The aim of this research is to analyze how lifestyle, product quality, and brand perception affect generation Z's decisions to buy iPhones. A quantitative approach is employed in the study, and questionnaires are used to collect data. Purposive sampling was employed to choose the 100 respondents that make up the research sample. SmartPLS software is used to perform data analysis procedures. The findings of the study indicate that: (1) lifestyle has a large influence on decisions to buy by 0,452; (2) product quality has a favorable influence on decisions to buy by 0,277; and (3) brand image also has a major influence on decisions to buy by 0,243. 83% of the purchase decision was influenced by the R-squared values for lifestyle factors, product quality, and brand image; the remaining 17% was influenced by factors not covered in this study. Keywords : Lifestyle, Product Quality, Brand Image, Purchase Decision, IPhone.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111009] [Pembimbing: Yuliniar] [Penguji 1: Nobelson] [Penguji 2: Maria Assumpta Wikantari]
Uncontrolled Keywords: Lifestyle, Product Quality, Brand Image, Purchase Decision, IPhone
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: DINDA WENIDITA
Date Deposited: 12 Feb 2025 15:32
Last Modified: 12 Feb 2025 15:32
URI: http://repository.upnvj.ac.id/id/eprint/35200

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