husen, ubay (2024) Pengaruh influencer marketing dan persepsi harga terhadap keputusan pembelian iphone di kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Opportunities for telecommunications companies have been greatly enhanced by the development of communications technology, particularly smart phones. Due to their growing functionality, which includes basic communication, internet access, and versatile applications, smart phones are increasingly being used as communication tools. iPhone from Apple Inc. with its unique iOS operating system, has a large market share worldwide. High pricing and varied influencer ratings are two factors that impact customers' buying decisions. The goal of this research is to find out what Surabaya residents think about the current iPhone pricing and how influencer marketing has affected their decision to buy. The 108 participants in this quantitative study are all residents of Surabaya and use iPhones. The sample was chosen using a purposive sampling approach. We checked our assumptions, validity, and reliability using Partial Least Squares (PLS), and we gathered data from both primary and secondary sources. Findings show that (1) influencer marketing has a substantial effect on whether or not someone decides to buy an iPhone, and (2) the perception of pricing has a substantial and favourable effect on whether or not someone decides to buy. . Keywords: Influencer Marketing, Price Perception, Purchasing Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | ubay husen huraibi | ||||||||
| Date Deposited: | 04 Dec 2024 07:39 | ||||||||
| Last Modified: | 04 Dec 2024 07:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32525 |
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