PENGARUH GAYA HIDUP (LIFESTYLE) TERHADAP KEPUTUSAN PEMBELIAN IPHONE ( STUDI KASUS PADA TOKO RIYADINAL HAMZAH STORE KOTA JAMBI )

M. QORTUBI, M. QORTUBI (2020) PENGARUH GAYA HIDUP (LIFESTYLE) TERHADAP KEPUTUSAN PEMBELIAN IPHONE ( STUDI KASUS PADA TOKO RIYADINAL HAMZAH STORE KOTA JAMBI ). skripsi thesis, UNIVERSITAS BATANGHARI JAMBI.

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Abstract

ABSTRACT M. Qortubi / 1600861201442 / 2019 / Lifestyle Influence on Iphone Purchase Decision on RNH Store Jambi City / Sakinah, SE, M.M as 1st advisor and Anisah, SE, M.M as 2nd advisor. In this globalization era, it is possible for producers to complete in expanding their product market because with this they can easily do it with increasingly sophisticated technology and continues to develop from year to year. One of faster growing technologies in this globaliztion era is technology comunication , and one of these is a cell phone. Purchase decision influenced by some factor, one of them is lifestyle. Where this factor has four dimension namely activity, interest, opinion, and demography. Consumer characteristics in meeting their needs are influenced by many characteristics, one of these in lifestyle which is an activity where a person does activities in fulfilling needs such as work, hobbies, shopping, entertaiment, sport and one’s interest based on the desires for the desired product. RNH is a store that especially sell the product from apple start from handphone, smartwatch, macbook, sparepart phone, case, data cabel, and charger. A store awned by dr. Riyandinal is located in sungai sawang, which is quite strategic location in running business. Based on the result of the regression analisys aboved that the regression equation Y = 12,443 + 0,577X, whit R square 0,351. Partially lifestyle Influence on Iphone Purchase Decision on RNH Store Jambi City, with value of 6,905 and significant level 0,000. For perceptual variables should need to improve the resulting product and for the purchase decision variable, should the company increase promotion to introduce its product.

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