Pengaruh Gaya Hidup Konsumen Muslim Terhadap Adopsi Smartphone Apple (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Airlangga)
Abstract: The purpose of this
research is testing the influence of moslem consumer lifestyle to Apple
smartphone adoption by students of Economics and Business Faculty of Airlangga
University. This research uses quantitative approach and questionnaire for
primary data collecting. The test was done using simple linear regression,
where endogen variable (Y) is apple smartphone adoption and exogen variable (X)
is moslem consumer lifestyle. Samples of this research was chosen using
nonprobability sampling technique combined with accidental sampling and
purposive sampling. Samples in this research are 100 students of Economics and
Business Faculty of Airlangga University. Based on the result of this research
linear regression equation obtained is Y = 0.787 + 0.840 X. The measurenment of
the influence of moslem consumer lifestyle to Apple smartphone adoption by
students of Economics and Business Faculty of Airlangga University has 0.290
(29%) R2 value. The result of this research shows that moslem consumer
lifestyle has a significant influence with Apple smartphone adoption by
students of Economics and Business Faculty of Airlangga University.
Keywords: Adoption, Lifestyle,
Moslem Consumer, Smartphone
Penulis: Indra Rahmadi, Ari
Prasetyo
Kode Jurnal: jpmanajemendd151432
