Analysis of the Influence of Lifestyle on Purchasing Decision for Samsung Smartphone Products in Jakarta



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Submitted Jul 21, 2019
Published Aug 5, 2019
10.24018/ejbmr.2019.4.4.72

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This study is part of a thesis that discussed the factors that affect purchasing decision for Samsung smartphone products in Jakarta and the purpose of this study was to analyze in detail the influence of lifestyle on purchasing decision for Samsung brand smartphone products in Jakarta. This study used primary data in the form of the manual questionnaire and distributed randomly in various regions in Jakarta. The method used was judgment sampling which means the respondent was given questions that had been determined by the researchers. The population studied was Samsung Galaxy Note smartphone users in Jakarta. The sample was taken using the Lemeshow formula because the number of Samsung Galaxy Note users was unknown and the results obtained using the Lemeshow formula were 384 people. The results of the study showed that lifestyle had a positive and significant effect on purchasing decision

Keywords: lifestyle dimension of lifestyle purchase decision dimension of purchase decision samsung samsung galaxy note smartphone jakarta

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