Ansyar, Basiruddin (2022) SKRIPSI: Pengaruh Citra Merek, Gaya Hidup dan Kualitas Produk terhadap Keputusan Pembelian Iphone di Kota Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the effect of brand image, lifestyle, and product quality on iPhone purchasing decisions in Yogyakarta city. This research uses quantitative methods. The types of data used in this study are primary data and secondary data. Primary data were obtained based on the distribution of questionnaires to 188 respondents and secondary data obtained through books, journals, and sources from the internet related to the research. The sampling technique used was purposive sampling. The data analysis technique was carried out using multiple linear regression analysis. The results of the study stated that brand image had a positive effect on iPhone purchasing decisions in Yogyakarta city. Lifestyle has a positive effect on iPhone purchasing decisions in Yogyakarta city. Product quality has a positive effect on iPhone purchasing decisions in Yogyakarta city. Adjusted R square 0,621 (62,1%) shows that the variables of brand image, lifestyle, and product quality contribute as much as 62,1% to the purchasing decision variable, while the rest is 37,9% explained by other variables not included in this study.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Brand Image, Lifestyle, Product Quality, and Purchase Decision |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce H Social Sciences > HV Social pathology. Social and public welfare |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Dec 2022 02:10 |
| Last Modified: | 05 Dec 2022 02:10 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/371 |
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