PENGARUH CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK IPHONE ( Studi Kasus Mahasiswa Universitas Muhammadiyah Malang )
| Main Author: | Sa'ada, Etika |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/56289/1/PENDAHULUAN%2001.pdf http://eprints.umm.ac.id/56289/2/BAB%20I.pdf http://eprints.umm.ac.id/56289/3/BAB%20II.pdf http://eprints.umm.ac.id/56289/4/BAB%20III.pdf http://eprints.umm.ac.id/56289/5/BAB%20IV.pdf http://eprints.umm.ac.id/56289/6/BAB%20V.pdf http://eprints.umm.ac.id/56289/7/Lampiran%201.pdf http://eprints.umm.ac.id/56289/ |
Daftar Isi:
- This study aims to analyze the Effect of Brand Image and Lifestyle on iPhone Smartphone Purchase Decisions on University of Muhammadiyah Malang students. This research uses quantitative research. The data used secondary data obtained from respondents. The population used in this study were all students of the University of Muhammadiyah Malang who used an iPhone, with a sample of 100 respondents. The sampling method used was purpsive sampling method. Data collection was carried out using a questionnaire technique. Data analysis method used is multiple linear regression analysis techniques, F test, T test, coefficient of determination. The results showed that Brand Image and Lifestyle simultaneously influenced the iPhone Purchasing Decision of 529,742 with sig. 0,000, and the influence of brand image is more dominant on iPhone purchasing decisions of 0.585.