Prakosa, Rosyid Bintang KEPUTUSAN PEMBELIAN DITINJAU DARI BRAND IMAGE, INOVASI PRODUK, DAN GAYA HIDUP (Studi Di Pusat Handphone Singosaren). KEPUTUSAN PEMBELIAN DITINJAU DARI BRAND IMAGE, INOVASI PRODUK, DAN GAYA HIDUP (Studi Di Pusat Handphone Singosaren).
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Abstract
This study aims to determine and analyze the influence of brand image, product innovation and lifestyle on iPhone purchasing decisions at the Singosaren Handhone Center. The data was obtained through a questionnaire with a total of 100 respondents. Data analysis using multiple linear regression analysis using the SPSS for windows application version 1.9. The results showed that brand image, product innovation and lifestyle simultaneously had a significant effect on the dependent variable (Iphone purchasing decisions) at the Singosaren Mobile Center, the brand image variable had a positive and significant impact on iPhone purchasing decisions at the Singosaren Mobile Center, the product innovation variable had a positive effect. and significantly to the decision to purchase Iphone at the Singosaren Mobile Center and Lifestyle has a positive and significant effect on the purchasing decision of the Iphone at the Singosaren Mobile Center
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Depositing User: | Admin Repository UIBS |
| Date Deposited: | 05 Jan 2023 03:43 |
| Last Modified: | 05 Jan 2023 03:43 |
| URI: | https://repository.uniba.ac.id/id/eprint/651 |
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