FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN IPHONE DENGAN STRATEGI BERSAING SEBAGAI VARIABEL INTERVENING (Studi pada konsumen iPhone di Jakarta)

Abstract

This study aims to determine the factors that influence iPhone purchasing decisions with the intervening variable competitive strategy. The subjects in this study are consumers who have purchased an Iphone. The sample used in this study were 210 respondents. The sampling method was carried out by convenience sampling method. This study uses SEM data analysis techniques and data processing using PLS.