PENGARUH IKLAN, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE X PADA MAHASISWA DI JAKARTA

FATIAH, RAHMA PUTRI (2020) PENGARUH IKLAN, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE X PADA MAHASISWA DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

RAHMA PUTRI FATIAH, The Effect of Advertising, Product Quality and Lifestyle Towords X Mobile Phone Purchase Decision of University Student in Jakarta. The purpose of this research is to study the large scale between advertising, product quality and lifestyle on the purchase decision Smartphone X on student in Jakarta. This research began from January to July which was conducted for 7 months in 2020. The method used to conduct this research is a survey method using quantitative data. This study has the participation of students in Jakarta many as 159 respondents who were taken using a purposive sampling technique. The resulting regression equation is Ŷ = 25,019 + 0,250 X1 + 0,358 X2 + 0,670 X3. Test requirements analysis using the test for normality and linearity. Test for normality with the Kolmogorov-Smirnov test with a significance level (σ) = 5% or 0.05% and produce a significant level of Y of 0.200, X1 of 0.068, X2 of 0.061 and X3 of 0.051. The variable > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Y linearity regression test for X1, X2 and X3 produces a significance value in Linearity that is 0,000 > 0.05, so it can be concluded that the data has a linear equation. Next, a t test was carried out and Y results over X1 tcount = 4,724 > ttable = 1.65474, Y over X2 tcount = 5.083 > ttable = 1.65474 and Y over X3 tcount = 8.3383 > ttable = 1.65474. The value of the coefficient of rotation between the advertising variables (X1) to the purchase decision (Y) of 0.418, the value of the opposition coefficient between product quality (X2) to the purchase decision (Y) of 0.407 and the value of the correlation coefficient between lifestyle variables (X3) to the purchase decision (Y) of 0.601. Thus, it can determine the positive and significant influence between advertising variables, product quality and lifestyle on purchasing decisions. The coefficient of determination of Y over X1 obtained results of 0.175 which shows about 17.5%, Y of X2 obtained of 0.166 which shows about 16.6% and the last Y of X3 obtained results of 0.361 which shows around 36.1%. Increased can be removed from advertising, product quality and lifestyle increases, so will increase purchasing decisions. Keywords: Purchasing Decisions, Advertising, Product Quality and Lifestyle

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