HUBUNGAN ANTARA CITRA MEREK DAN GAYA HIDUP DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Apriliyanti, Nurul (2016) HUBUNGAN ANTARA CITRA MEREK DAN GAYA HIDUP DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

NURUL APRILIYANTI, The Correlation Between Brand Image and Lifestyle With Purchase Decision of iPhone Smartphone on Faculty of Economy Student, in State University of Jakarta, East Jakarta. Study Program of Commerce Education, Faculty of Economics, State University of Jakarta. 2016. The research was conducted at Faculty of Economy in State University of Jakarta, East Jakarta, for six months from February 2016 until July 2016. The research method used is survey method with the correlational approach. Population in this research is students on Faculty of Economy State in University of Jakarta. The technique which is used in gathering the sample was purposive sampling about 72 peoples. To capture data from these three variables are used questionnaire Likert Scale models for Brand Image (X1 Variable), Lifestyle (X2 Variable) and Purchase decision of iPhone Smartphone (Y Variable). Before the instrument is used tested the validity for variable X and Y. For variable X1, from 28 statement there are 23 points that valid, for variable X2, from 27 statement there are 24 points that valid and for variable Y and from 26 statement there are 23 points that valid. Reliability calculation of both variables using Cronbach Alpha formula. The results of the X1 variable reliability of 0,922, the results of the X2 variable reliability of 0,953 and the results of the Y variable reliability of 0,892. Results prove that the instrument is reliable. The resulting regression equationis Ŷ = 9,924 + 0,395X1 + 0,484X2. From test significance regression produces Fcount>Ftable, which is 50,55 > 3,13, meaning that the regression equationis significant. Then performed the test significance correlation coefficient using the t testandthe resulting tcountX1-Y=4,786 and tcountX2Y=5,396 and ttable=1,66. Correlation coefficient of Pearson Product Moment generating rxy=0,771, It can be concluded that the correlation coefficient rxy=0,771 is significant. The coefficient of determination obtained for 58,3% which shows that 58,3% of the variation of purchase decision determined by brand image and lifestyle.

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