ANALISIS PENGARUH LIFESTYLE MARKETING TERHADAP KEPUTUSAN DAN KEPUASAN PEMBELIAN SMARTPHONE APPLE PADA MAHASISWA MAGISTER MANAJAMEN PASCASARJANA UNIVERSITAS RIAU

Abstract

This study aims to see and know the direct and indirect effects of lifestyle on decisions and satisfaction and satisfaction with buying Apple smartphones. In this study the population was 126 postgraduate management masters at the University of Riau, using Path Analysis using the Smart-PLS sampling technique which will be used non-random sampling technique where the researcher determines the sampling by determining specific characteristics that fit the research objectives so is expected to answer the research problem. The results showed that Self Concept and Indulgence had a positive and significant effect on Apple's smartphone purchase decision. While the value of Luxury and Admired does not affect the purchase decision. In the next test Self Concept and Indulgence have positive and significant effect on purchase satisfaction. However, Luxury and Admired have no effect on purchase satisfaction. Finally in this study it is known that the purchasing decision has a significant positive effect on the satisfaction of purchasing gold jewelry in the city of Pekanbaru