ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPENGARUH GAYA HIDUP, KELOMPOK RUJUKAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK ACER PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TADULAKO DI KOTA PALU |
| Nama: LUH SUDIANI |
| Tahun: 2022 |
| Abstrak This study aims to determine and analyze lifestyle, reference groups, and brand image on purchasing decisions for Acer brand laptops at students of the Faculty of Economics and Business, Tadulako University. The type of research used is causal descriptive. The population of this research is all students of the Faculty of Economics and Business, Tadulako University who use and buy Acer brand laptop products. The sampling technique in this study used purposive sampling, with a total sample of 60 respondents. Data collection techniques used are observation, interviews and questionnaires. The scale used in this study is a Likert scale and the analytical tool used is multiple linear regression analysis. The results of this study indicate that lifestyle, reference group and brand image simultaneously have a significant effect on purchasing decisions for Acer brand laptops for students of the Faculty of Economics and Business, Tadulako University in Palu City. Partial results also show that lifestyle, reference group and brand image each have a positive and significant effect on purchasing decisions for Acer brand laptops for students of the Faculty of Economics and Business, Tadulako University in Palu City. Keywords: Lifestyle, Reference Group, Brand Image, Purchase Decision |