Pengaruh Atribut Produk, Gaya Hidup, Dan Celebrity Endorser Terhadap Keputusan Pembelian Smartphone Di Kota Surakarta

Handayani, Lilis Tri and , Drs. Sri Padmantyo, M.B.A (2017) Pengaruh Atribut Produk, Gaya Hidup, Dan Celebrity Endorser Terhadap Keputusan Pembelian Smartphone Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of product attributes, lifestyle, and celebrity endorser towards purchace decision of smartphone in Surakarta. Sample of this study is smartphone users in Surakarta by distributing 150 questionnaires and 147 were returned. The results of this study indicate that product attributes and lifestyle have a significant influence on purchasing decisions, while celebrity endorser does not have significant influence towards purchasing decision. In addition, product attributes, lifestyle, and celebrity endorser simultaneously have a significant effect towards purchasing decisions ofsmartphone in Surakarta. The implication of this study is that the majority of smartphone users will be more consider the product attributes quality in deciding to buy a smartphone in order to support their lifestyle and activities.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Product Attributes, Lifestyle, Celebrity Endorser, Purchase Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LILIS TRI HANDAYANI
Date Deposited:	15 Feb 2017 04:10
Last Modified:	15 Feb 2017 04:10
URI:	http://eprints.ums.ac.id/id/eprint/50125

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