PENGARUH CITRA MEREK, GAYA HIDUP, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI JAKARTA

KURNIA, RATNA (2020) PENGARUH CITRA MEREK, GAYA HIDUP, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

RATNA KURNIA, The Effect of Brand Image, Lifestyle, and Product Quality on Purchasing Decisions on Samsung Smartphones in Jakarta. The purpose of this study was to determine the relationship between brand image, lifestyle, and product quality on the purchasing decision of Samsung smartphones in Jakarta. This research was conducted in Jakarta, for six months from January to June 2020. The research method that researchers used was a survey method with a correlational approach, the population used was Samsung smartphone consumers who are domiciled in Jakarta. The sampling technique used was purposive sampling of 150 people. The resulting regression equation is Ŷ = 11,600 + 0,201 X1 + 0,194 X2 + 0,280 X3. The analysis requirements test is a normality test using the KolmogrovSmirnov test with a significance level (α) = 5% or 0.05 and produces a significance level of Y of 0.200, X1 of 0.73, X2 of 0.200, and X3 of 0.200 so that it can it was concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y over X1, Y over X2, and Y over X3 produces a significance value at linearity that is 0,000 <0.05 so it can be concluded to have a linear relationship. Furthermore, the t test was continued and the resulting Y over X1 count = 2.318 and t table = 1.65521, Y over X2 count = 2.401 and t table = 1.65521, Y over X3 count = 2.449 and ttable = 1.65521. The correlation coefficient between brand image (X1) and purchase decision (Y) is 0.201, lifestyle (X2) with purchase decision (Y) is 0.194, and lifestyle (X3) with purchase decision (Y) is 0.280. So there is a positive and significant relationship between brand image on purchasing decisions. Likewise with the lifestyle to purchase decisions produce a positive relationship. There is also a positive and significant relationship between product quality and purchasing decisions. Thus it can be concluded that there is a positive and significant relationship between brand image, lifestyle, and product quality on purchasing decisions. The coefficient of determination of Y for X1, X2, X3 obtained by 0.185 which shows that 18.5% of the purchase decision variable is influenced by brand image, lifestyle, and product quality while the other 81.5% is influenced by other variables. Keywords: Purchasing Decisions, Brand Image, Lifestyle, Product Quality

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