THE INFLUENCE LIFESTYLE, GROUP PREFERENCE, PERCEPTION BRAND LUXURY AND PRODUCT QUALITY TOWARD CONSUMER WILLINGNESS TO PAY (Study of consumer iPhone at Malang)
ABSTRACT: The
purposes of this study was determine the influence of lifestyle, group preference,
perception brand luxury and product quality toward consumer willingness to pay
on iPhone product. The population in this study consist of society in Malang
that buy iPhone product, which the value was unknown. Based on Maholtra
analysis, number of sample are 85 respondent. This study use purposive sampling
as the sampling technique. Data analysis was used in this study was multiple
regression analysis. The result of this study shows that lifestyle, group preference
influence have significant toward consumer willingness to pay partially. In
addition, the results of the F test describes that lifestyle, group preference,
brand luxury and product quality influence on have significant consumer
willingness to pay simoultaneosly
Keywords:
Group Preference, Perception Brand Luxury, Perception Product Quality and
Consumer Willingness to Pay
Penulis: Ghifari
Alief Putra
