Pengaruh Online Consumer Review dan Product Knowledge Terhadap Purchasing Decision iPhone Pada Generasi Z

Irvan, Irvan (2023) Pengaruh Online Consumer Review dan Product Knowledge Terhadap Purchasing Decision iPhone Pada Generasi Z. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to find out and prove whether the online consumer review and product knowledge variables have a positive and significant influence on purchasing decisions for iPhone in generation Z. The population in this study is the generation Z community in the city of Palembang. The sample in this study was 100 respondents who met the criteria using a purposive sampling technique. Data analysis techniques used in this study include validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, hypothesis testing which consists of the t test and the coefficient of determination (R²) with the help of SPSS 25 used as an analytical tool in this study. The research results obtained show that online consumer reviews and product knowledge have a positive and significant influence on iPhone purchasing decisions in generation Z.

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