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VOLUME XI Edisi 1 , April 2017
ANALISIS PENGARUH GAYA HIDUP TERHADAP PEMBELIAN GADGET DENGAN SISTEM OPERASI ANDROID DI KABUPATEN SLEMAN YOGYAKARTA |
Fakultas Ekonomi Universitas Kristen Immanuel Yogyakarta |
This research aimed to determine the profile of respondents who buy a gadget with the Android operating system in Sleman Yogyakarta, to determine the effect of lifestyle (activities, interests, opinions, cultural values, personality) partially to purchase the gadget with the Android operating system in Sleman Yogyakarta, to determine the effect of lifestyle (activities, interests, opinions, cultural values, personality) simultaneously to purchase the gadget with the Android operating system in Sleman Yogyakarta, as well as lifestyle variables to determine the most dominant influence on the purchase of the gadget with the Android operating system in Sleman Yogyakarta. In this research data were collected through interviews, questionnaires, observation, and literature. The sampling method used was purposive sampling with a sample size of 100 respondents. Based on a simple regression analysis is reinforced by t test the lifestyle variables of interest, opinion, cultural values, and personality as well as partial has a positive and significant influence on the purchase of Android gadgets. While activity variables had no significant effect. Based on multiple regression analysis were reinforced by F-test revealed that the variables in lifestyle activities, interests, opinions, cultural values, and personality had simultaneously affect the purchase of Android gadgets in Sleman Yogyakarta. Based on the coefficient of determination (Rsqure) on simple regression analysis found that the most dominant variable affecting the purchase of Android gadgets in Sleman Yogyakarta is a personality variable. |
lifestyle, Android gadget, purchase |
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