产品质量、品牌形象和生活方式对BRI银行雅加达第一地区办事处员工购买iPhone 12的影响

Q4 Social Sciences

Journal of Social Research and Policy Pub Date : 2023-10-27 DOI:10.55324/josr.v2i11.1526

Muhammad Ilham

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引用次数: 0

摘要

本研究旨在测试和证明产品质量，品牌形象和生活方式对雅加达地区办事处i银行BRI员工购买iPhone 12的决定的影响。使用的抽样技术是非概率的，即方便抽样。研究对象是65名有资格的受访者，即在BRI银行雅加达地区办事处工作的员工和iPhone 12用户。数据收集采用数字问卷法，即谷歌表格。使用的研究方法是定量研究方法。使用的分析方法是PLS(偏最小二乘法)与SmartPLS版本3程序。研究结果表明，产品质量、品牌形象和生活方式对购买决策有显著的正向影响。

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The Influence of Product Quality, Brand Image, and Lifestyle on the Decision to Purchase iPhone 12 among BRI Bank Employees at the Jakarta Region I Office

This study aims to test and prove the effect of Product Quality, Brand Image, and Lifestyle on the decision to purchase an iPhone 12 for Bank BRI employees in the Jakarta Regional Office I. The sampling technique used is nonprobability, namely convenience sampling. The research respondents used were 65 respondents with qualifications, namely employees who work at Bank BRI Regional Office I Jakarta and iPhone 12 users. Data was collected using the digital questionnaire method, namely the Google form. The research method used is the Quantitative Research Method. The analytical method used is PLS (Partial Least Square) with the SmartPLS version 3 program. The results of the study conclude that Product Quality, Brand Image, and Lifestyle have a positive and significant influence on Purchase Decisions.

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来源期刊

Journal of Social Research and Policy Social Sciences-Sociology and Political Science

CiteScore

0.30

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： Welfare states have made well-being one of the main focuses of public policies. Social policies entail, however, complicated, and sometimes almost insurmountable, issues of prioritization, measurement, problem evaluation or strategic and technical decision making concerning aim-setting or finding the most adequate means to ends. Given the pressures to effectiveness it is no wonder that the last several decades have witnessed the imposition of research-based social policies as standard as well as the development of policy-oriented research methodologies. Legitimate social policies are, in this context, more and more dependent on the accurate use of diagnostic methods, of sophisticated program evaluation approaches, of benchmarking and so on. Inspired by this acute interest, our journal aims to host primarily articles based on policy research and methodological approaches of policy topics. Our journal is open to sociologically informed contributions from anthropologists, psychologists, statisticians, economists, historians and political scientists. General theoretical papers are also welcomed if do not deviate from the interests stated above. The editors also welcome reviews of books that are relevant to the topics covered in the journal.