PENGARUH DIMENSI GAYA HIDUP TERHADAP KEPUTUSAN MENGGUNAKAN: Survei pada Anggota Komunitas Korea Pengguna Smartphone Samsung di Bandung

Mugniawati, Gina (2014) PENGARUH DIMENSI GAYA HIDUP TERHADAP KEPUTUSAN MENGGUNAKAN: Survei pada Anggota Komunitas Korea Pengguna Smartphone Samsung di Bandung. Other thesis, Universitas Pendidikan Indonesia.

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Abstract

Tingkat persaingan merek dalam pasar global menyebabkan tiap negara yang menghasilkan suatu produk harus memahami penerimaan konsumen terhadap produk lokal yang dihasilkan oleh negara mereka. Tingginya permintaan konsumen terhadap suatu produk tidak hanya ditentukan oleh atribut produk tersebut, tetapi pengaruh merek dari negara asal terhadap suatu produk negara tertentu seperti yang dilakukan oleh Samsung melalui pengaruh budaya Korean Wave yang diterapkannya. Hal tersebut menjadi salah satu strategi yang diterapkan oleh Samsung melalui promosinya dalam gaya hidup konsumen melalui popularitas Korean Wave. Penelitian ini bertujuan untuk (1) mengetahui gambaran dimensi gaya hidup pengguna smartphone Samsung pada komunitas Korea di Bandung, (2) mengetahui gambaran keputusan menggunakan pengguna smartphone Samsung pada komunitas Korea di Bandung, (3) mengetahui temuan mengenai seberapa besar pengaruh gaya hidup terhadap keputusan menggunakan pengguna smartphone Samsung pada komunitas Korea di Bandung. Objek/unit analisis dalam penelitian ini adalah pengguna smartphone Samsung pada komunitas Korea di Bandung. Variabel bebas (X) dalam penelitian ini adalah dimensi gaya hidup dan variabel terikat (Y) pada penelitian ini adalah keputusan menggunakan. Jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel sebanyak 110 pengguna. Teknik analisa data yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 21.0. Hasil yang diperoleh dalam penelitian menyatakan bahwa dimensi gaya hidup berpengaruh secara simultan terhadap keputusan menggunakan pengguna smartphone Samsung pada komunitas Korea di Bandung sebesar 65%. Sedangkan pengaruh secara parsial menunjukkan bahwa dimensi interest memiliki pengaruh yang lebih besar dibandingkan pengaruh dimensi lainnya seperti activity, opinion dan demoghrapy. Berdasarkan hasil penelitian melalui analisis jalur terdapat pengaruh yang signifikan dari dimensi hidup terhadap keputusan menggunakan pengguna smartphone Samsung pada komunitas Korea di Bandung, yaitu 1) activity, 2) interest, 3) opinion, 4) demoghrapy, Pengaruh kedua variabel ini memiliki pengaruh yang signifikan baik secara simultan maupun secara parsial. Kata kunci: Dimensi Gaya hidup, Keputusan menggunakan Gina Mugniawati (1005624), The Influence of Dimension of Lifestyle Behaviour on Decisions Using (Survey on Community Member Korea Samsung Smartphone Users in Bandung). Guidance of Dr. Lili Adi Wibowo. S.Pd., S.Sos., MM The level of brand competition in the global market led to each country that produces a product must understand consumer acceptance of local products produced by their country. Strong consumer demand for a product is not only determined by the attributes of the product, but the brand influence of country of origin of a product specific country as done by Samsung through the influence of Korean culture wave is applied. It became one of the strategies implemented by Samsung promotion in consumer lifestyles through the popularity of the Korean Wave. The purpose of research are (1) to obtain findings on dimension of lifestyle Samsung smartphone users in the Korean community in Bandung, (2) to obtain findings on making using Samsung smartphone users in the Korean community in Bandung, (3) to obtain discovery regarding how much influence the findings of the dimension of lifestyle on the decision to use Samsung smartphone users in the Korean community in Bandung. Object / unit of analysis in this study is the Samsung smartphone users in the Korean community in Bandung. The independent variable (X) in this study is the dimension of lifestyle and the dependent variable (Y) in this study was the decision to use. This type of research is descriptive, verification, and the method used is explanatory survey with simple random sampling technique, with a total sample of 110 users. Data analysis technique used is path analysis with tools SPSS 21.0 software. The results obtained in the study stated that the dimensions lifestyle simultaneously influence on the decision to use Samsung smartphone users in the Korean community in Bandung by 65%. While the partial effect shows that the dimensions of interest has a greater influence than the influence of other dimensions such as activity, opinion and demoghrapy. Based the results of research through path analysis found a significant effect of dimension of lifestyle behaviour on decision to use Samsung smartphone users in the Korean community in Bandung in this study that, the implementation of dimension of lifestyle behaviour on decision to use in order that 1) activity, 2) interest, 3) opinion, 4)demoghrapy. Influence of these two variables have a significant effect either simultaneously or partialy. Keywords: Dimension of Lifestyle, Decision of Use

Item Type: Thesis (Other)
Additional Information: No.Panggil: S MBS MUG -p(2014)
Uncontrolled Keywords: Dimensi Gaya hidup, Keputusan menggunakan
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: DAM staf
Date Deposited: 04 Feb 2015 01:53
Last Modified: 04 Feb 2015 01:53
URI: http://repository.upi.edu/id/eprint/12780

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