Oktavianto, Ryan (2022) Pengaruh Inovasi Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Samsung Di Kabupaten Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of technology makes the demand for smartphones higher. This high demand makes smartphone manufacturers compete with each other to create attractive product innovations for customers. The COVID-19 pandemic has changed people's lifestyles included in making purchasing decisions. This study aims to determine the effect of product innovation and lifestyle on purchasing decisions for Samsung smartphones in Sidoarjo. The research method is quantitative with data analysis techniques using SEM with SmartPLS analysis tool. Primary data was collected using a questionnaire through accidental sampling technique which was distributed to 60 respondents, namely Samsung smartphone users in Sidoarjo district, while secondary data was obtained from the internet. Based on the results of the study, it can be concluded that product innovation does not contribute to the decision to purchase Samsung smartphones in Sidoarjo Regency. The higher the product innovation, the lower the purchase decision. The lifestyle makes a small contribution on the decision to purchase a Samsung smartphone in Sidoarjo Regency. The more appropriate the product issued to the consumer's lifestyle, the purchase decision will not necessarily increase. Keywords: Lifestyle, Product Innovation, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ryan Oktavianto Ryan | ||||||||
| Date Deposited: | 08 Aug 2022 06:20 | ||||||||
| Last Modified: | 08 Aug 2022 06:20 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8685 |
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