Pengaruh Gaya Hidup, Fitur Dan Brand Ambassador Terhadap Keputusan Pembelian Handphone Samsung (Studi Pada Konsumen di Kabupaten Pati)

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Abstrak

Tujuan pada penelitian ini yaitu untuk menganalisis pengaruh gaya hidup, fitur, dan brand ambassador terhadap keputusan pembelian handphone samsung. Populasi dalam penelitian ini adalah konsumen handphone samsung di Kabupaten Pati dan dibutuhkan sebanyak 97 sampel. Sampel akan diambil dengan metode purposive sampling. Data dalam penelitian ini diperoleh dari kuesioner dan akan diolah dengan SPSS 25. Berdasarkan pengujian dihasilkan uji validitas menunjukkan semua indikator valid dan uji reliabilitas menunjukkan semua variabel reliabel. Hasil uji F menunjukkan gaya hidup, fitur, dan brand ambassador terhadap keputusan pembelian berpengaruh positif dan signifikan dan model dikatakan layak atau fit. Hasil uji koefisien determinasi sebesar 0,561 yaitu gaya hidup, fitur, dan brand ambassador mampu menjelaskan keputusan pembelian sebesar 56,1 %. Dari hasil uji T menunjukkan gaya hidup, fitur, dan brand ambassador berpengaruh secara positif dan signifikan terhadap keputusan pembelian handphone samsung di kabupaten pati.

Kata Kunci: Gaya Hidup, Fitur, Brand Ambassador, Keputusan Pembelian

Abstract

The purpose of this study is to analyze the influence of lifestyle, features, and brand ambassadors on purchasing decisions for samsung mobile phone. The population in this study is samsung mobile consumers in Pati Regency and ittakes as many as 97 samples. Samples will be taken by purposive sampling method. The data in this study were obtained from questionnaires and will be processed with SPSS 25. Based on the test, the validity test show that all indicators are valid and the reliability test shows all the variables are reliable. The result of the F test simultaneously lifestyle, features, and brand ambassadors on purchasing decisions have a positive and significant effect and the model is said to be feasible or fit. The result of the coefficient of determination test is 0,561, namelyt lifestyle, features, and brand ambassadors are able to explain purchasing decisions by 56,1%. From the result of the T test, it shows that lifestyle, features, and brand ambassador have a positive and significant effect the purchasing decisions for samsung mobile phones in Pati regency.

Keywords: Lifestyle, Features, Brand Ambassador, Purchase Decision