PENGARUH GAYA HIDUP (LIFESTYLE) TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG A30S (Studi Kasus Pada Toko Tan Brother Pasar Kota Jambi)

RUDIAT HANDI PRAYOGA, RUDIAT HANDI PRAYOGA (2022) PENGARUH GAYA HIDUP (LIFESTYLE) TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG A30S (Studi Kasus Pada Toko Tan Brother Pasar Kota Jambi). skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT RUDIAT HANDI PRAYOGA /1800861201153/ Management / The Effect Of Lifestyle On The Purchase Decision Of The Samsung A30s Smartphone (Case Study at Tan Brother Store, Jambi City Market) /Thesis Guide 1 Sakinah AS, SE., MM./ Thesis Guide 2 Riko Mappadeceng, SE, MM. The purpose of this study was to find out and describe the lifestyle and purchasing decisions of the Samsung A30s (a case study of the TAN BROTHER Store in Jambi City), and to find out the influence of lifestyle and purchasing decisions for the Samsung A30s (a case study of the TAN BROTHER Store in Jambi City). The analytical method used is quantitative data analysis method, namely the analysis used to test the relationship or influence of the independent variable (X) and the dependent variable (Y). The analytical tools in this study are simple linear regression analysis, hypothesis testing and the coefficient of determination (R2). From the results of simple linear regression analysis, it can be concluded that the regression equation Y = 37.850 + 0.211X, meaning that the constant value is 37.850 if the lifestyle variable (X) is 0 then the purchasing decision variable (Y) is 37.850. Furthermore, with the simple linear regression equation above, there is a regression coefficient value of the discipline variable (X) which has a positive value of 0.211. The conclusions are, 1) 1. Lifestyle at the TAN BROTHER Store Jambi is categorized as High with an average score of 371.3 while purchasing decisions are categorized as high with an average score of 359.8. and 2) 2. Lifestyle variable (X) has a significant effect on purchasing decisions (Y), with z z value of the regression coefficient of lifestyle variable (X) which has a positive value of 0.211, if lifestyle (X) at the TAN BROTHER Store Jambi increases 1 % then the purchase decision will increase by 21.1%. The value of R Square is 0.104, which means that the influence of lifestyle (X) on purchasing decisions (Y) is 10.4. . Keyword: Lifestyle, Purchase Decision, Samsung.

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