CD Skripsi

Pengaruh Brand Image Dan Gaya Hidup Terhadap Persepsi Pengguna Apple (Iphone) Di Club #Sunsetrun Pekanbaru

---

Club #Sunsetrun is a unique car club in Pekanbaru. The uniqueness of this
club is in club activities that often gather in the afternoon to capture the moment
of the sunset. This club that is not tied to a particular brand is required to have a
device that is able to take good photos and is easy to carry so that the iPhone is
the choice of 75% of the #Sunsetrun clan members. The iPhone is one of the
products from the Apple company which became the best-selling smartphone on
the world market in 2020. This is inseparable from the brand image that has been
built so far. Until the iPhone became part of people's lifestyles. But interestingly,
the iPhone does not promote its products through TV and other mainstream
platforms. This study aims, among others: 1). To analyze the influence of brand
image on the perception of Apple (Iphone) users in the #Sunsetrun Club. 2) To
analyze the influence of lifestyle on the perception of Apple (Iphone) users in Club
#Sunsetrun. 3)To analyze the influence of brand image and life style on
perceptions of Apple(Iphone) users in Club #Sunsetrun.
This study uses a quantitative approach with data collection techniques,
namely questionnaires and observations. The population in this study were 40
members of the #Sunsetrun Club, then a sample of 31 people was drawn. The
sampling technique uses purposive sampling with the consideration that the
sample must be an iPhone user. The data obtained were analyzed using Validity
Test, Reliability Test and Multiple Regression Analysis.
Based on the data analysis, it was concluded that: 1) The significance
value of the brand image t test was 0.004 < 0.005 with a correlation coefficient of
59.5%. So it is concluded that there is a positive and significant influence between
brand image on the perception of Apple (Iphone) users at Club #Sunsetrun
Pekanbaru. 2) The significance value of the Iphone user perception t test is 0.004
< 0.005 with a correlation coefficient of -12.3%. so it can be concluded that there
is no positive and significant influence between lifestyle and Apple (Iphone) User
Perception at Club #Sunsetrun Pekanbaru. 3) There is a positive and significant
influence between the influence of brand image and lifestyle on the perception of
Apple (Iphone) users.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

01 06.121 (0084)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2021

Deskripsi Fisik

xi, 69 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

01 06.121 (0084)

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

-

Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar