PENGARUH KUALITAS PRODUK, HARGA, LIFESTYLE DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK APPLE PADA GENERASI Z DI KOTA MADIUN

Kurniasari, Shintia Galuh (2025) PENGARUH KUALITAS PRODUK, HARGA, LIFESTYLE DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK APPLE PADA GENERASI Z DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

The Influence of Product Quality, Price, Lifestyle, and Electronic Word of Mouth (E-WOM) towards Apple Smartphone Purchase Decisions among Z Generations in Madiun City. The aim of this study is to provide empirical evidence regarding product quality, price, lifestyle, and e-WOM towards Apple smartphone purchase decisions in Madiun City. The background of this research was based on the increasing use of smartphones, particularly the Apple brand, which was considered a premium product but remains a primary choice among the younger generation. This study used a quantitative approach with a survey method through the distribution of questionnaires to 384 respondents who were part of Z Generations in Madiun City. The data analysis technique used was SPSS version 25. The results show that the four independent variables—product quality, price, lifestyle, and e-WOM—have a positive and significant influence towards purchase decisions. Among these four variables, lifestyle was the most dominant factor influencing purchase decisions. These findings are expected to serve as a reference for businesses in designing more effective marketing strategies to target the younger generation. Keywords: Product Quality, Price, Lifestyle, Electronic Word of Mouth (E-WOM), Purchasing Decision, Z Generations, iPhone.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Product Quality, Price, Lifestyle, Electronic Word of Mouth (E-WOM), Purchasing Decision, Z Generations, iPhone.
Subjects:	A Social Sciences > HD Industries. Land use. Labor A Social Sciences > HN Social history and conditions. Social problems. Social reform T Technology > TX Home economics
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	KURNIASARI GALUH SHINTIA
Date Deposited:	17 Oct 2025 07:33
Last Modified:	17 Oct 2025 07:33
URI:	http://eprint.unipma.ac.id/id/eprint/5435

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