Faktor Pendorong Keputusan Pembelian Smartphone iPhone 11-14 Series

Authors

DOI:

https://doi.org/10.54144/jadbis.v12i1.11874

Keywords:

Kualitas Produk, Citra Merek, Gaya Hidup, Keputusan Pembelian.

Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor yang menentukan keputusan pembelian smartphone iPhone. Penelitian ini dilakukan pada pengguna iPhone 11-14 series mahasiswa Universitas Mulawarman. Metode yang digunakan dalam penelitian ini adalah dengan bantuan survei. Penelitian ini menggunakan purposive sampling dengan 100 responden. Alat analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda dengan bantuan Software Statistik SPSS versi 25. Hasil penelitian ini juga menunjukan bahwa variabel kualitas produk, citra merek, dan gaya hidup berpengaruh signifikan terhadap proses keputusan pembelian smartphone iPhone.

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Published

2024-11-20

Issue

Vol. 12 No. 1 (2024): Jurnal Administrasi Bisnis

Section

Articles

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