The use of mobile phones are now a modern lifestyle. Handphone can create far- flung people communicate. This study discusses the buying decision. Buying decisions is one of the marketing concept of consumer behavior. Where each
customerhas a taste,culture,income level, etc causes many factors that influence purchasing decisions.Therefore, the authors wanted to examine the influence of perceived value to the purchasing decisions.
Perceived Value is an analysis that is used to measure the value of the product in the customer perspective in terms of benefits received by the customer.
Perceived value is reflected by the functional value, emotional value, price/value for money, and sosial value. Purchasing decisions mirrored by social factors, personal factors, psychological factors, and cultural factors. The author conducted research by sampling in Jakarta area by taking sample of 400
respondents. The data is taken directly by spreading questioner.Testing hypothesis using the concept of SEM (Structural Equation Modelling)with
LISREL-based software.
Based on the results of data processing, concluded perceived value and purchase decision has good reliability. Structural test using SEM concluded that
the perceived value influence purchasing decisions Iphone in Jakarta area. |