Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23896
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dc.contributor.advisorSahir, Syafrida Hafni-
dc.contributor.authorGanda, Surya-
dc.date.accessioned2024-05-08T04:33:11Z-
dc.date.available2024-05-08T04:33:11Z-
dc.date.issued2024-04-03-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/23896-
dc.description115 Halamanen_US
dc.description.abstractPenelitian ini bertujuan untuk mengetahui pengaruh gaya hidup, inovasi produk dan citra merek terhadap keputusan pembelian smartphone Xiaomi (studi kasus Mahasiswa Fakultas Sastra Universitas Islam Sumatera Utara). Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan asosiatif. Teknik pengambilan sampel menggunakan rumus Slovin dan purposive Sampling dengan kriteria Mahasiswa yang telah membeli dan menggunakan Smartphone Xiaomi berjumlah 120 responden. Pengolahan data dilakukan dengan menggunakan perangkat lunak SPSS 23. Teknik analisis data dengan menggunakan uji validitas dan uji reliabilitas, uji asumsi klasik, uji analisis regresi linear berganda dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa gaya hidup, inovasi produk dan citra merek secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Xiaomi. Kekuatan gaya hidup, inovasi produk dan citra merek memberi pengaruh sebesar 60,9 % sedangkan sisanya 39,1 % dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. This study aims to determine the influence of lifestyle, product innovation and brand image on Xiaomi smartphone purchase decisions (case study of Students of the Faculty of Letters, Islamic University of North Sumatra). The type of research used is quantitative research with an associative approach. The sampling technique uses the Slovin formula and purposive sampling with the criteria of Students who have bought and used Xiaomi Smartphones totaling 120 respondents. Data processing is carried out using SPSS 23 software. Data analysis techniques using validity tests and reliability tests, classical assumption tests, multiple linear regression analysis tests and hypothesis testing. The results showed that lifestyle, product innovation and brand image together have a positive and significant influence on the purchase decision of Xiaomi Smartphones. The strength of lifestyle, product innovation and brand image influenced 60.9% while the remaining 39.1% was influenced by other variables not studied in this study.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;198320383-
dc.subjectlifestyleen_US
dc.subjectpurchasing decisionen_US
dc.subjectproduct innovationen_US
dc.subjectbrand imageen_US
dc.subjectgaya hidupen_US
dc.subjectinovasi produken_US
dc.subjectcitra mereken_US
dc.subjectkeputusan pembelianen_US
dc.titlePengaruh Gaya Hidup, Inovasi Produk Dan Citra Merek Terhadap Keputusan Pembelian Smartphone Xiaomi (Studi Kasus Mahasiswa Fakultas Sastra Universitas Islam Sumatera Utara)en_US
dc.title.alternativeInfluence of Lifestyle, Product Innovation and Image Brand on Purchasing Decisions Xiaomi Smartphones (Case Study of Students at the Faculty of Letters Islamic University of North Sumatra)en_US
dc.typeThesisen_US
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