Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian iPhone (Studi Kasus Pada Mahasiswa Universitas Kristen Indonesia)

Manalu, Meilan Alvionita (2021) Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian iPhone (Studi Kasus Pada Mahasiswa Universitas Kristen Indonesia). S1 thesis, Universitas Kristen Indonesia.

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Abstract

ABSTRAK Meilan Alvionita Manalu, Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian iPhone (Studi Kasus Pada Mahasiswa Universitas Kristen Indonesia) iPhone merupakan produk handphone keluaran dari perusahaan Apple Inc, dan salah satu merek handphone yang sedang tren di semua kalangan. Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh gaya hidup, kualitas produk, harga terhadap pembelian iPhone pada mahasiswa Universitas Kristen Indonesia. Adapun yang menjadi lokasi tempat penelitian ini dilakukan di kampus Universitas Kristen Indonesia Jl. Mayjen Sutoyo No.2, RT.9/RW.6, Cawang, Kec. Kramat Jati, kota Jakarta Timur, daerah khusus ibukota Jakarta 13630. Populasi yang digunakan dalam penelitian ini adalah mahasiswa UKI yang menggunakan iPhone, dengan sampel sebanyak 100 orang responden. Metode analisis data yang digunakan adalah analisis linear berganda, uji asumsi klasik, uji F, uji t, koefisien Determinasi. Hasil penelitian tidak dapat pengaruh signifikan gaya hidup terhadap keputusan pembelian iPhone dilihat dari hasil thitung 1,226 < ttabel 1,984, terdapat pengaruh antara pengujian kualitas produk dengan keputusan pembelian iPhone dilihat dari nilai thitung 3,957>ttabel 1,984, terdapat pengaruh antara harga dengan keputusan pembelian iPhone dilihat dari nilai thitung 4,421>ttabel 1,984. Terdapat hubungan yang signifikan antar masing masing variabel bebas (gaya hidup, kualitas produk, harga) ke variabel terikat (keputusan pembelian) karena nilai Fhitung 29,481>Ftabel 2,70 sehingga dapat disimpulkan H4 diterima yang berarti terdapat pengaruh X1, X2 dan X3 secara simultan terhadap Y. Kata Kunci: Gaya Hidup, Kualitas Produk, Harga, Keputusan Pembelian./ABSTRACT Meilan Alvionita Manalu, Factors Influencing Consumer Behavior on iPhone Purchase Decisions (Case Study on Indonesian Christian University Students) iPhone is a mobile phone product from Apple Inc, and one of the trending mobile phone brands in all circles. This study was conducted with the aim of knowing the effect of lifestyle, product quality, price on iPhone purchases by Indonesian Christian University students. As for the location where this research was conducted on the campus of the Indonesian Christian University, Jl. Major General Sutoyo No.2, RT.9/RW.6, Cawang, Kec. Kramat Jati, East Jakarta City, Special Capital Region of Jakarta 13630. The population used in this study were UKI students who use iPhone, with a sample of 100 respondents. The data analysis method used is multiple linear analysis, classical assumption test, F test, t test, coefficient of determination. The results of the study showed that there was no significant effect of lifestyle on iPhone purchasing decisions, as seen from the results of t arithmetic 1,226 < t table 1,984, there was an influence between product quality testing and iPhone purchasing decisions seen from the value of t arithmetic 3,957> t table 1,984, there was an influence between price and iPhone purchasing decisions seen from t arithmetic 4,421> t table 1,984. There is a significant relationship between each independent variable (lifestyle, product quality, price) to the dependent variable (purchase decision) because the calculated F arithmetic is 29.481>F table 2.70 so it can be concluded that H4 is accepted which means there is an effect of X1, X2 and X3 simultaneously with respect to Y. Keywords: lifestyle, product quality, price, purchase decision

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