Pengaruh Nilai Utilitarian Dan Nilai Hedonik Terhadap Keputusan Pembelian (Survei Pada Mahasiswa S1 Fakultas Ilmu Administrasi Universitas Brawijaya Malang Yang Membeli Dan Menggunakan Ponsel Iphone)

This research aims to examine the effect mutual and partial variable Utilitarian Value and Hedonic Value on Buying Decision, as well as to determine the dominant variable in influencing buying decisions. The type of research used in this research is explanatory research with quantitative approach. The population in this research is S1 Faculty of Administration's Student Brawijaya University Malang who buy and use iPhone with samples of 113 people respondent. The sampling technique using accidental sampling. Technique of data analysis used in this research is regression analysis.The conclusions obtained from this research is Utilitarian Value and Hedonic Value has significant influence mutually and partially on buying decision. Hedonic value is the dominant factor which influence Buying Decision