EFFECT OF LIFE STYLE, SOCIAL CLASS AND PERCEPTION ON BUYING DECISION HANDPHONE BRAND SAMSUNG S4 IN SEMARANG

Abstract

Currently circulating a variety of mobile phone brands in the market. Based on the data, the year 2011 – 2014, the market share of Samsung mobile phones under the brand Blackberry and Nokia. Nevertheless, market share is constantly increasing. This shows the interest of consumers against Samsung phone is quite high. Of the many brands of mobile phones Samsung , one type of Samsung S4, because the product is new. With the new product is expected in the consumer's decision against Samsung S4 mobile phone also increased. Purchasing decisions is the selection of two or more alternative choices of consumers in the purchase. Purchasing decisions can be influenced by many factors, in this study were analyzed by the lifestyle, social class and perception. The purpose of this study was to analyze the effect of life style, class sosal and perception of the Samsung S4 mobile phone purchasing decisions.
The population in this study is that consumers who use mobile phone brand Samsung S4 in Semarang. The sample in this study was 100 respondents. Type of data is a primary. Methods of data collection using questionnaires. The analysis technique used is multiple regression.
Results of analysis using multiple regression showed that : 1 ). Lifestyle positive and significant impact on purchasing decisions. 2 ). Social class positive and significant impact on purchasing decisions. 3 ). Perception positive and significant impact on purchasing decisions. 4 ). Lifestyle, social class and perception positive and significant impact on purchase decisions
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Key Word : Lifestyle, Social Class, Perception, Purchase Decision