Putri, Sofia Mariza (2024) Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Smartphone Merek Iphone (Studi Kasus Pada Masyarakat Kecamatan Bengkalis). Undergraduate thesis, Politeknik Negeri Bengkalis.
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Abstract
The iPhone is known as a symbol of a modern lifestyle which is in great demand by the public, including in Bengkalis District. Even though the price is quite high, it still has a strong appeal compared to other brands. This research aims to analyze the influence of lifestyle and reference groups on purchasing decisions for iPhone brand smartphones in Bengkalis District. This type of research is associative research with a quantitative approach. Sampling was carried out using non-probability sampling techniques. The data collection technique was carried out using a questionnaire. The population in this research is people in Bengkalis subdistrict who use iPhone brand smartphones with a sample of 100 consumers. The data analysis used is multiple linear regression analysis. From the results of research that has been carried out based on the t test and f test, it can be concluded that lifestyle and reference groups have a positive and significant effect on purchasing decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Lifestyle, Reference Group, Purchase Decision | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran | ||||||||
| Divisions: | Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR | ||||||||
| Depositing User: | Bisnis Digital | ||||||||
| Date Deposited: | 22 Aug 2024 08:10 | ||||||||
| Last Modified: | 22 Aug 2024 08:10 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/13344 |
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