Nugroho, Ryan Ahnaf Rizky (2025) Pengaruh Persepsi Harga Dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Iphone Pada Generasi Z Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In today's increasingly advanced technological era, technology and information are developing very quickly and require every person to apply to participate in the development of technology that exists today. Developments in this digital era make everyone use gadgets that can connect to cyberspace in supporting daily activities. Iphone brand smartphones are one of the gadget categories that consumers are interested in. This study aims to examine the effect of perceived price and lifestyle on the purchase decision of an iPhone for Generation Z in Surabaya. Generation Z in question is aged 20-24 years. The sampling method used is non-probability sampling, namely samples selected based on the criteria set by the researcher. The sample taken was 75 respondents. While the data analysis technique used is partial least square (PLS). Based on the results of research, it can be seen that Price Perception is the main factor that influences consumers in making Purchasing Decisions. Meanwhile, Product Quality has a second effect after the Price Perception factor on consumers in making Iphone Purchasing Decisions for Students.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ryan Ahnaf Rizky Nugroho | ||||||||
| Date Deposited: | 08 Jul 2025 03:44 | ||||||||
| Last Modified: | 08 Jul 2025 03:44 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39282 |
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