PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK MATAHARIMALL.COM

Mahanani, Estu (2018) PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK MATAHARIMALL.COM. Journal Ikhraith Humaniora, 2 (1). pp. 53-61. ISSN 2597-5064

Text ST No.097_Bukti Lap Jurnal IKRAITH_Mataharimall.com_ Ganjil 2017-18.pdf Download (5MB)

Abstract

ABSTRACT This study aims to determine the effect of variable Brand Image (X1), Product Quality (X2), Price (X3), Life Style (X4) on Decision of Buying (Y). This research is study case with interactive-associative research method. This research population is all the college students of University of Persada Indonesia Yayasan Administrasi Indonesia (UPI-Y.A.I.) Jakarta. The sampling technique is done by purposive sampling of 97 respondents from Economic students of University of Persada Indonesia Yayasan Administrasi Indonesia (UPI-Y.A.I.) at Campus A who have done online transaction with MatahariMall.com. Collecting data is using observation, interviews and questionnaires. Quantitative analysis, including determination analysis, multiple linear regression analysis (simultaneously), and hypothesis testing using t-test and F-test. The results of data processing performed with SPSS 19.0 for windows. The value of determination coefficient (R2) is 0.359. It means that 35.9% variation of dependent variable (Decision of Buying) could be predicted from the combination of independent variables (Brand Image, Product Quality, Price, Life Style). The regression equation was obtained Ŷ= 4,673+ 0,0307 X1+ 0,498 X2-0,19 X3 + 0,222 X4. For the F test obtained F value is calculated at 14.468 with α = 5%, so the conclusion reject Ho and Ha is accepted. It means there are significant influences of variable Brand Image (X1), Product Quality (X2), Price (X3), Life Style (X4) together on Decision of Buying (Y). Keywords:  Brand Image, Product Quality, Price, Lifestyle, Decision of Buying

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User:	MM estu Maharani
Date Deposited:	30 Jan 2021 16:07
Last Modified:	30 Jan 2021 16:07
URI:	http://repository.upi-yai.ac.id/id/eprint/1922

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