Pengaruh Gaya Hidup, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Smartphone Samsung di Kecamatan Lumajang

Abstrak

With the rise of the digital age, the majority of people in modern society now regard cellphones to be essential requirements. Numerous smartphone companies that sell their products to meet people's needs for communication technology are supporting this movement. In Lumajang District, this study attempts to determine how lifestyle, product quality, and cost affect consumers' decisions to buy Samsung smartphones. This study used a quantitative research design. Eighty respondents each received a questionnaire, which was used to gather data. Non-probability sampling was the method of sampling employed in this study, and the population under investigation is unlimited. Multiple linear regression analysis approaches were used in this study to test the hypothesis. After performing partial testing, often known as t-tests, the following outcomes were found: 1) In Lumajang District, a person's lifestyle has a major favorable influence on their decision to buy a Samsung smartphone. 2) Choosing to buy a Samsung smartphone in Lumajang District is not significantly influenced by the quality of the product. 3) Cost plays a big role in whether or not someone decides to buy a Samsung smartphone in Lumajang District. 4. The price, product quality, and lifestyle factors can all be used to explain purchasing decisions, as indicated by the coefficient of determination (R2), which was reached at 72,8% or 0,728.