ANALISIS PERILAKU PEMBELIAN PONSEL CERDAS (SMARTPHONE): ANTARA KEBUTUHAN DAN GAYA HIDUP PADA MAHASISWA YOGYAKARTA

Abstrak

This research is entitled "Smart Phone Purchase Behavior Analysis (Smartphone):
Between Needs and Lifestyle in Yogyakarta Students". The purpose of this study was to
determine the decisions of active students studying in Yogyakarta in making smartphone
purchases between needs and lifestyles and differences in smartphone purchase
decisions based on social factors, personal factors, psychological factors.
ABSTRACT
In this study, the population was active students studying in Yogyakarta in 2016 who
used 125 smartphones.
In this study researchers used the t test to show how far the influence of an independent
variable is the need variable and lifestyle variable partially on the dependent variable,
namely the purchasing decision variable. The researcher also used an independent t-test
to show differences in purchasing decisions based on social factors, personal factors and
psychological factors.
In this study it was found that in testing the hypothesis the need variable had a significant
effect partially on purchasing decisions seen from the t test namely t arithmetic (4,553)
greater than t table (1,980), as well as lifestyle variables that had a partially significant
effect on the decision purchase seen from t test which is t count (2,885) greater than t
table (1,980). Based on the results of independent t-test it is known that there is no
difference in smartphone purchasing decisions based on social factors seen from the
probability value that is P value (0.431) greater than the value of α (0.05), there are
differences in smartphone purchase decisions based on personal factors seen from the
value P (0.015) is smaller than the value of α (0.05) and there are differences in
smartphone purchase decisions based on psychological factors seen from the value of P
(0,000) smaller than the value of α (0.05).

Keywords: Purchasing Behavior, Smartphone, Needs and Lifestyle