TA DIGITAL
Pengaruh gaya hidup dan atribut produk terhadap keputusan pembelian ponsel cerdas Samsung Galaxy Young di Kota Semarang (studi kasus pada mahasiswa daerah Tembalang)
getting first rank, market share of Samsung decreased. The Purpose of the
research were to find out the influence of life style and product’s attributes on
purchasing decision of Smartphone Samsung Galaxy in Semarang City. The
methods of Collecting data used in this reseach were questionnaire, and
literature studies. The analysis the research was done trough regression,
especially multiple liniear regression analysis. The sampling technique used in
this study were purposive and accidental sampling. The samples were 50
respondents. The result of this study was that the calculation of coefficients
regression showed that Y = 0,155X1 + 0,706X2. It meant that the result of
regression has given positive influence on purchasing decision of Smartphone
Samsung Galaxy , and the influence of product’s attribute was greater than the
life style. The Coefficient determination is 0.404, which meant that 40,4% of
purchasing decision of Smartphone Samsung Galaxy could be explained by the
life style and product’s attributes . Meanwhile, the rest of the 59.6% was
influenced by other variables which were not included in this study.
Keywords: life style, product’s attributes, purchasing decision, decreased,
market share.
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