PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE PADA DEWASA AWAL

FILDZA ANGOLIA ZHAFARINA NASUTION, . (2021) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE PADA DEWASA AWAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap keputusan pembelian produk iPhone pada dewasa awal. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel insidental sampling. Sampel pada penelitian ini sebanyak 523 responden. Uji analisis statistik yang digunakan untuk menguji hipotesis adalah analisis regresi linear sederhana. Berdasarkan uji hipotesis pada penelitian ini, maka hasilnya menunjukkan bahwa F hitung = 599,882 > F tabel = 3,86 dan nilai p = 0,00 < α = 0,05. Hasil tersebut menunjukkan bahwa citra merek berpengaruh secara positif dan signifikan terhadap keputusan pembelian produk iPhone pada dewasa awal. Keputusan pembelian dipengaruhi oleh citra merek sebesar 53,5%, sedangkan sisanya (46,5%) dipengaruhi oleh variabel lain diluar penelitian ini. ********** This study aims to determine the effect of brand image on iPhone purchase decisions in early adulthood. This research uses a quantitative approach with incidental sampling technique. The sample in this research were 523 respondents. The statistical analysis that used to test the hypothesis of this research is simple linear regression analysis. Based on the hypothesis test, the results show that F value = 599,882 > F table = 3,86 and p value = 0,00 < α = 0,05. These results indicate that brand image has a positive and significant effect on iPhone purchase decisions in early adulthood. The purchase decision is influenced by brand image is equally to 53,5%, while the remaining (46,5%) is influenced by other variables that not examined in this research.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dwi Kencana Wulan, M.Psi. ; 2). Erik, M.Si.
Subjects: Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa
Divisions: FPPsi > S1 Psikologi
Depositing User: Users 9716 not found.
Date Deposited: 06 Mar 2021 08:18
Last Modified: 06 Mar 2021 08:18
URI: http://repository.unj.ac.id/id/eprint/14039

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