Pengaruh Pengetahuan Konsumen dan Gaya Hidup terhadap Keputusan Pembelian Smartphone Merek Samsung di Kota Jambi

Abstract

This study aims to determine the effect of consumer knowledge and lifestyle on purchasing
decisions for Samsung brand smartphones in Jambi City partially, and to determine the effect
of consumer knowledge and lifestyle on Samsung brand smartphone purchasing decisions in
Jambi City simultaneously. This study uses a descriptive quantitative approach with data
collection methods through a questionnaire (questionnaire) and documentation. The data
obtained in this study were analyzed using multiple linear regression analysis with the SPSS 22
program. The results showed that the calculated F value was 48.774, which means that there is
simultaneously an influence on consumer knowledge (X1) and lifestyle (X2) on purchasing
decisions for brand smartphones. Samsung in Jambi City. Partially, it can be seen that all
independent variables have an effect on purchasing decisions, namely the consumer knowledge
variable (X1) of 2.302, which is greater than the t-table value of 1.985 and lifestyle (X2) of
4.837, which is greater than the t-table value of 1.985.