Ariani Sukasih, Dewi (2025) Pengaruh Faktor Budaya Terhadap Keputusan Pembelian Handphone Android Di Pulau Bengkalis (studi Pada Masyarakat Pulau Bengkalis). Other thesis, Universitas Islam Riau.

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Abstract

This research is conducted with the aim of identifying cultural factors that influence consumer behavior when purchasing Android handphone (HP) on Bengkalis Island. The research employs a quantitative approach and adopts an associative research design, utilizing surveys with questionnaires as the primary data collection method. The study's findings uncover three primary cultural factors that impact consumers, encompassing ethnic identity, social class, and subculture. The decision-making process for purchasing an Android handphone encompasses three key stages: problem recognition, information retrieval, and evaluation of alternatives, which are influenced by needs, issues with the current product, and the aspiration for an improved product. Furthermore, the research outcomes validate that cultural factors, such as ethnic identity, social class, and subculture, exert a positive and substantial influence on consumer preferences regarding brands, features, and specifications of Android handphone products selected on Bengkalis Island. Keywords: Cultural Factors, Purchase Decision, Android Handphone

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