Santoso, Anugrah Bayu (2024) Pengaruh Hedonic Value dan Utilitarian Value Terhadap Keputusan Pembelian Smartphone Samsung. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the modern era, technological advances are the main factor that drives changes in various aspects of human life. The rapid development of technology today allows people to access information easily through various media, such as using smartphones so that it becomes a human need, especially among students. This makes smartphone companies compete and innovate to capture market share. This study aims to determine the effect of Hedonic value and Utilitarian value variables on purchasing decisions for Samsung smartphones. This research uses a quantitative approach. The population in this study were university students in Surabaya City. The sample in this study amounted to 90 respondents. The method of determining the sample used a non-probability sampling method with purposive sampling technique. The data collection method uses a questionnaire via google form. Data analysis technology using the Structural Equation Model (SEM) Partial Least Square (PLS) method with the help of SmartPLS. The results showed that hedonic value and utilitarian value had a positive and significant effect on the decision to purchase a Samsung smartphone.
| 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: | Anugrah Bayu Santoso | ||||||||
| Date Deposited: | 17 Sep 2024 03:38 | ||||||||
| Last Modified: | 17 Sep 2024 03:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29097 |
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