Pengaruh Kualitas Produk, Persepsi Harga, Promosi dan Gaya Hidup Terhadap Keputusan Pembelian Produk Smartphone Iphone

Novitasari, Rizky and , Ahmad Mardalis, SE, M.B.A (2022) Pengaruh Kualitas Produk, Persepsi Harga, Promosi dan Gaya Hidup Terhadap Keputusan Pembelian Produk Smartphone Iphone. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine how the effect of product quality, price perception and lifestyle on purchasing decisions for iPhone smartphones. The research method used is a quantitative method used to examine a particular population or sample. Sampling was carried out using a non- probability method with a total of 100 respondents who had made purchases on iPhone smartphone products. The method of data analysis in this study was multiple regression analysis which previously carried out validity tests, reliability tests, multicollinearity tests, R2 tests, F2 tests, t tests and multiple linear regression tests. The results show that (1) the product quality variable has a negative and significant effect on purchasing decisions for Iphone smartphones. (2) the price perception variable has a negative and significant effect on purchasing decisions for Iphone smartphones. (3) the promotion variable has a positive and significant effect on purchasing decisions for Iphone smartphones. (4) lifestyle variables have a positive and significant effect on purchasing decisions for Iphone smartphones.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	product quality. Price perception, promotion, lifestyle, purchase decision.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RIZKY NOVITASARI
Date Deposited:	07 Mar 2022 06:17
Last Modified:	07 Mar 2022 06:17
URI:	http://eprints.ums.ac.id/id/eprint/98994

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