PENGARUH DIGITAL MARKETING, LIFESTYLE DAN BRAND TRUST TERHADAP MINAT BELI PRODUK APPLE DI KOTA PEKANBARU

Abstract

The purpose of this study was to determine the effect of digital marketing, lifestyle and brand trust on the intention to buy Apple products in Pekanbaru City. The population in this study is the people of Pekanbaru who use smartphones. The sampling technique was used with the Roscoe method. The number of samples in this study were 120 respondents who are Pekanbaru city residents who use smartphones. Data collection uses a questionnaire and literature study, while the questionnaire feasibility test (validity test, reliability test), classic assumption test (normality test, multicollinearity test, heteroscedasticity test), model feasibility test (F test, determinant coefficient test, multiple linear regression test, hypothesis testing). The results showed that digital marketing had a positive effect on the intention to buy Apple products in the city of Pekanbaru, lifestyle had a positive and significant effect on the intention to buy Apple products in the city of Pekanbaru and brand trust did not have a positive effect on the intention to buy Apple products in the city of Pekanbaru.

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh digital marketing, lifestyle dan brand trust terhadap minat beli produk Apple di Kota Pekanbaru. Populasi dalam penelitian ini adalah masyarakat kota Pekanbaru yang menggunakan smartphone. Teknik pengambilan sampel digunakan dengan metode Roscoe. Jumlah sampel penelitian ini adalah 120 responden yang merupakan masyrakat kota Pekanbaru yang menggunakan smartphone. Pengumpulan data menggunakan angket dan studi kepustakaan, sedangkan uji kelayakan angket (uji validitas, uji reliabilitas), uji asumsi klasik (uji normalitas, uji multikolinearitas, uji hetereoskedastisitas), uji kelayakan model (uji F, uji koefisien determinan, uji regresi linier berganda, uji hipotesis). Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif terhadap minat beli produk Apple di kota Pekanbaru, lifestyle berpengaruh positif dan signifikan terhadap minat beli produk Apple di kota Pekanbaru dan brand trust tidak berpengaruh positif terhadap minat beli produk Apple di kota Pekanbaru.