Pengaruh Keterlibatan Konsumen Terhadap Keputusan Pembelian Telepon Pintar Iphone Pada Masyarakat Di Kota Palembang

This study aims to analyze the influence of consumer involvement that consists of five dimensions: interest, pleasure, sign, risk probability and risk importance with the decision to buy iPhone smartphone on Palembang’s society. Research population in this study is the people of Palembang that use iPhone. Samples are chosen by using nonprobability sampling. Nonprobability type of sampling that being used in this research is Accidental Sampling. The total number of samples used in this research is 100. Hypothesis testing using multiple regression analysis with SPSS 16. The results show that all the research hypothesis is accepted. Three dimensional involvements; interest, pleasure, and the sign have a positive influence on buying decisions. While two other dimensional involvement; the risk probability and risk importance have a negative influence on buying decisions.