PENGARUH LIFESTYLE DAN CITRA MEREK TERHADAP
KEPUTUSAN PEMBELIAN MELALUI KOMUNIKASI WORD
OF MOUTH SEBAGAI VARIABEL INTERVENING (Studi
kasus konsumen handphone merek iPhone pada mahasiswa S1
UPGRIS)
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Institusion
Universitas PGRI Semarang
Author
Octaviani, Isna Catur
Subject
HB Economic Theory
Datestamp
2024-06-07 06:09:45
Abstract :
The popularity of iPhone smartphones among students drives this research, setting it apart from other smartphone brands. Its objective is to examine and analyse the impact of lifestyle and brand image on purchasing decisions, specifically through word-of-mouth communication. The study will focus on iPhone consumer case studies among students at SI UPGRIS Semarang. The participants in this study were students from PGRI University Semarang who have either used or are now using iPhone devices. There were a total of 96 participants from different academic programmes. The employed data analysis technique is PLS-SEM (Partial Least Squares Structural Equation Model). The research data processing utilises the SmartPLS 3.2.9 software application. This study demonstrates that the brand image does not have a significant impact on purchasing decisions, as evidenced by a P-value of 0.364 and a path coefficient of 0.908. The brand image has a significant impact on word-of-mouth communication, as indicated by a P-value of 0.000 and a path coefficient value of 4.157. Word-of-mouth communication significantly influences purchasing decisions, as indicated by a P-value of 0.000 and a path coefficient of 4.128. The lifestyle of individuals has a significant impact on their purchase decisions, as indicated by a P-value of 0.000 and a path coefficient of 2.613. The P-value for the influence of lifestyle on word-of-mouth communication is 0.000, indicating a very significant relationship. Additionally, the Path Coefficient value is 6.663, suggesting a strong positive effect of lifestyle on word-of-mouth communication. The purchasing decisions are influenced by brand image through word-of-mouth communication, with a statistically significant P-value of 0.003 and a path coefficient value of 2.994. Lifestyle factors have a significant impact on purchase decisions, which is facilitated by word-of-mouth communication. This relationship is supported by statistical evidence, with a P-value of 0.001 and a path coefficient of 3.321. Keywords : Lifestyle, Brand Image, Word of Mouth Communication, Purchasing Decisions
The popularity of iPhone smartphones among students drives this research, setting it apart from other smartphone brands. Its objective is to examine and analyse the impact of lifestyle and brand image on purchasing decisions, specifically through word-of-mouth communication. The study will focus on iPhone consumer case studies among students at SI UPGRIS Semarang. The participants in this study were students from PGRI University Semarang who have either used or are now using iPhone devices. There were a total of 96 participants from different academic programmes. The employed data analysis technique is PLS-SEM (Partial Least Squares Structural Equation Model). The research data processing utilises the SmartPLS 3.2.9 software application. This study demonstrates that the brand image does not have a significant impact on purchasing decisions, as evidenced by a P-value of 0.364 and a path coefficient of 0.908. The brand image has a significant impact on word-of-mouth communication, as indicated by a P-value of 0.000 and a path coefficient value of 4.157. Word-of-mouth communication significantly influences purchasing decisions, as indicated by a P-value of 0.000 and a path coefficient of 4.128. The lifestyle of individuals has a significant impact on their purchase decisions, as indicated by a P-value of 0.000 and a path coefficient of 2.613. The P-value for the influence of lifestyle on word-of-mouth communication is 0.000, indicating a very significant relationship. Additionally, the Path Coefficient value is 6.663, suggesting a strong positive effect of lifestyle on word-of-mouth communication. The purchasing decisions are influenced by brand image through word-of-mouth communication, with a statistically significant P-value of 0.003 and a path coefficient value of 2.994. Lifestyle factors have a significant impact on purchase decisions, which is facilitated by word-of-mouth communication. This relationship is supported by statistical evidence, with a P-value of 0.001 and a path coefficient of 3.321. Keywords : Lifestyle, Brand Image, Word of Mouth Communication, Purchasing Decisions
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