CD Tesis

Peran Kualitas Produk, Citra Merek Dan Gaya Hidup Terhadap Keputusan Pembelian Dan Loyalitas Merek Pada Pengguna Smartphone Merek Apple Di Kota Pekanbaru

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This study aims to determine the Role of Product Quality, Brand Image and Lifestyle on Purchasing Decisions and Brand Loyalty in Apple Brand Smartphone Users in Pekanbaru City. This study uses primary data, namely data obtained from interviews and questionnaires to consumers who have purchased Apple Brand Smartphones. Secondary data obtained relates to the literature relating to researchers. The sample in this study was 270 consumers, taken by purposive sampling method. The analytical method used in this study is to use the Structural Equation Model (SEM) analysis with the help of the AMOS program.
The results of the study show that 1) Product quality has a positive and significant effect on purchasing decisions. 2) Brand image has a positive and significant effect on purchasing decisions. 3) Lifestyle has a positive and significant effect on purchasing decisions, and 4) Purchasing decisions have a positive and significant effect on brand loyalty.
Keywords: Product Quality, Brand Image, Lifestyle and Brand Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0008)

Penerbit

Pekanbaru : Universitas Riau – Pasca Sarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xiii, 107 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0008)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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