PENGARUH GAYA HIDUP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA INFORMA JAMBI TOWN SQUARE KOTA JAMB

Dimas Kurniawan, Dimas Kurniawan (2022) PENGARUH GAYA HIDUP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA INFORMA JAMBI TOWN SQUARE KOTA JAMB. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT (DIMAS KURNIAWAN / 1800861201229 / 2022 / THE EFFECT OF CONSUMER LIFESTYLE ON PRODUCT PURCHASING DECISIONS ON INFORMA JAMBI TOWN SQUARE KOTA JAMBI / SUPERVISOR I AHMAD TARMIZI, SE, MM. / SUPERVISOR II DENNY ASMAS, SE, M.Si.) Lifestyle plays a very important role in consumer purchasing decisions. Therefore, the purpose of this research is to describe the consumer lifestyle and purchasing decisions in buying products, and to find out and analyze the effect of consumer lifestyle on purchasing decisions in buying product in Informa Jambi Town Square Kota Jambi. Research methods in this study is descriptive and quantitative method. Data analyze use SPSS Ver 22 and using models simple linier regression with result of count Y = 3,848+0,318X+e. The test of determination with R 2 of 22,3%. T test by comparison t count 5,163 > t 0,2017 then Ho accepted Hi be. Rejected. To analyze the effect of consumer lifestyle on purchasing decisions on table Informa Jambi Town Square Kota Jambi. The distribution of questionnaires with a population of 2071 people in 2020 , then the formula used to find samples according to Sarwono (2012:24) so that the sample in this study amounted to 95 people respondent. Lifestyle regression coefficient (X) is 0,318, meaning that life style (X) has increased by 1%, so purchasing decisions (Y) Informa Jambi Town Square Kota Jambi. The coefficient of determination is known from the value of R =0,223 (22,3%) which means that lifestyle(X) is able to explain purchasing decisions (Y) at the Informa Jambi Town Square that is equal to 22,3% and the remaining 77,7% is influenced by other variables. Not investigated in this study. Based on ttest, t-count value is 5.163 and the t-table is 0,2017. From the comparison results, it can be seen that the test by comparison t count 5,163 > t 0,2017 then Ho accepted Hi be. Rejected. Meaning that consumer lifestyle affect product purchasing decisions at Informa Jambi Town Square. Keyword :Life Style and Purchasing Decisions

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