Purwanto, Urdana Chesta Adabi (2025) PENGARUH UTILITARIAN VALUE DAN HEDONIC VALUE TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ASUS DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In this modern era, technological advancement is the main factor that drives changes in various aspects of human life. Technology plays an important role in providing various benefits in many fields. From the industrial revolution to the current digital era, innovations in technology continue to pave the way for things that were previously considered impossible to become possible. An example of technology that is heavily relied upon in this era is the laptop/PC (Personal Computer), especially when the covid-19 virus made people unable to communicate and work face-to-face, and ended up relying on devices that could help them work from home. And this has made a significant increase in the level of demand for laptops in the world, and made laptop companies compete and innovate to be the best. This study aims to determine how the influence of Utilitarian Value and Hedonic Value on Purchasing Decisions for Asus laptops in Surabaya. This research uses a quantitative approach. The population taken in this study were buyers / consumers of Asus laptops in Surabaya. The sample of this study amounted to 96 respondents. The method in determining the sample uses non-propability sampling with purposive sampling technique. Data collection using a questionnaire method via google form. Data analysis techniques using SmartPLS software with the Structurl Equation Model (SEM) Partial Least Square (PLS) method.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Urdana Chesta Adabi P | ||||||||
| Date Deposited: | 17 Jun 2025 02:14 | ||||||||
| Last Modified: | 17 Jun 2025 02:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37740 |
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