Pengaruh Gaya Hidup Hedonis Terhadap Perilaku Konsumtif Pada Wanita Milenial Yang Bekerja Di Kota Pekanbaru

Putri, Dea Anggraini (2022) Pengaruh Gaya Hidup Hedonis Terhadap Perilaku Konsumtif Pada Wanita Milenial Yang Bekerja Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Consumptive behavior is prone to be experienced by women, not to mention working millennial women who have needs ranging from appearance and work support facilities. In meeting their needs, women are often tempted to look more attractive because they follow their lifestyle. Lifestyle can lead to the formation of consumptive behavior. This study aims to see influence of a hedonic lifestyle on consumer behavior in working millennial women in Pekanbaru City. This research is a quantitative research involving 96 working millennial women in Pekanbaru City. The sampling technique used is non-probability sampling with purposive sampling technique and data collection is carried out through direct and online questionnaires. Based on the results of the analysis, the t-value is 16,189 and the significance value (p) = 0.000 (p<0.05), meaning that there is significant influence on the hedonic lifestyle on consumptive behavior in working millennial women in Pekanbaru City with a hedonic lifestyle contribution of 73 ,6 percent towards consumptive behavior

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