Analisis Pengaruh Citra Merek, Gaya Hidup dan Kualitas Produk Terhadap Minat Beli Produk Macbook di Surakarta

Wijaya, Anggriawan Ardi and , Basworo Dibyo, S.E, M.Si (2021) Analisis Pengaruh Citra Merek, Gaya Hidup dan Kualitas Produk Terhadap Minat Beli Produk Macbook di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this research is to analyze the influence of brand image, lifestyle and product quality on consumers' interest in purchasing Macbook products. This research is a descriptive quantitative research type. The population of this study is all the people of Surakata. The sample for this study is 110 interviewees who used an incidental technique called purposeful sampling. The method of data collection is through questionnaire surveys. Data analysis techniques that use classical tests include normality tests, heteroscedasticity tests, and multicollinearity tests. The hypothesis test uses multiple regression test, t test, F test and coefficient of determination (R2). The results of this study show that brand image, lifestyle, and product quality have a positive and significant impact on the purchase interest of Macbook products. The results of the F test show that each independent variable has simultaneous effects on the dependent variable.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, lifestyle, product quality and purchasing interest.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANGGRIAWAN ARDI WIJAYA
Date Deposited:	18 Aug 2021 23:44
Last Modified:	18 Aug 2021 23:44
URI:	http://eprints.ums.ac.id/id/eprint/93732

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