Septyan Yudha, Kusuma (2023) SKRIPSI: Pengaruh Gaya Hidup, Kelompok Referensi, dan Fitur Produk terhadap Perpindahan Merek Smartphone dari Android ke Iphone pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the influence of lifestyle, reference groups, and product features on the switching of smartphone brands from Android to iPhone among college students in Yogyakarta. This study used primary data obtained by distributing questionnaires to students studying in Yogyakarta who initially used Android mobile phones and switched to smartphones with the iOS, totaling 140 samples. The data analysis used is multiple linear regression. The hypothesis test in this study used the t-test with a significance level of 5%. In addition, a goodness of fit test was also carried out, as a basic assumption test, namely the normality test, and a classic assumption test which included a multicollinearity test, heteroscedasticity test, and coefficient of determination test. Based on the results of the study using the t-test, it can be seen that lifestyle variables, reference groups, and product features have a significant effect on switching smartphone brands from Android to iOS among college students in Yogyakarta. While the coefficient of determination of the results of this study is 0.627 or 62.7% indicating that the brand switching variable (Y) is influenced by lifestyle (X1), reference group (X2), and product features (X3). The rest is explained by other variables not included in this study.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races H Social Sciences > HV Social pathology. Social and public welfare |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 06 Dec 2023 04:08 |
| Last Modified: | 06 Dec 2023 04:08 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/476 |
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