Pengaruh Inovasi Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Samsung Di Sidoarjo
DOI:
https://doi.org/10.32493/jpkpk.v6i1.22754Keywords:
Gaya Hidup, Inovasi Produk, Keputusan PembelianAbstract
Perkembangan teknologi yang semakin cepat membuat permintaan akan smartphone semakin tinggi. Tingginya permintaan ini membuat para produsen smartphone saling berlomba untuk menciptakan inovasi produk yang menarik bagi pelanggan. Adanya pandemi covid-19 membuat perubahan gaya hidup di masyarakat termasuk dalam melakukan keputusan pembelian. Penelitian ini memiliki tujuan guna mengetahui pengaruh inovasi produk dan gaya hidup terhadap keputusan pembelian smartphone Samsung di Sidoarjo. Metode penelitian adalah kuantitatif dengan teknik analisis data menggunakan SEM dengan alat analisis SmartPLS. Data dikumpulkan dengan mempergunakan kuesioner melalui teknik accidental sampling yang disebar kepada 60 responden yaitu pengguna smarphone Samsung di Sidoarjo. Hasil penelitian menunjukkan inovasi produk berpengaruh negatif signifikan terhadap keputusan pembelian smartphone Samsung di Sidoarjo sedangkan gaya hidup berpengaruh positif namun tidak signifikan terhadap keputusan pembelian smartphone Samsung di Sidoarjo.
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