Pengaruh Gaya Hidup Terhadap Keputusan Pembelian Pada Restoran Kampung Kecil Pekanbaru

Alsyahdad, Nugi (2022) Pengaruh Gaya Hidup Terhadap Keputusan Pembelian Pada Restoran Kampung Kecil Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this research is to find out and analyze the influence of lifestyle on purchasing decisions at the Kampung Kecil Pekanbaru Restaurant. The type of research used is descriptive survey research with quantitative research methods because researchers collect data by observing at the research site. The sampling technique used is Issedental Sampling, which is for consumers totaling 30 people. The data collection method used is by distributing questionnaires, interviews, observation, and documentation. The results show that the results of the t-test produce Lifestyle (X) with a value of sig = 0.000 <0.05 or t-count = 4,479>2,0484, it can be concluded that Lifestyle has a positive and significant effect on purchasing decisions at Kampung Kecil Restaurant. Pekanbaru. Rsquare value (R2) of 0.681 or (68.1%) explains that Lifestyle at Kampung Kecil Restaurants Pekanbaru significantly influence consumer decision at Kampung Kecil Restaurants Pekanbaru, while the remaining 31.9% (100% - 69,1%) influenced by other factors that were not observed in this study. From the conclusions obtained in this study, the authors give suggestions to the Pekanbaru Small Village Restaurant, namely that they must pay attention to Lifestyle in marketing products in order to meet consumer needs.

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