Pengaruh Gaya Hidup Terhadap Keputusan Konsumen Dalam Membeli Martabak Trendys Cabang Rajawali Di Pekanbaru

Halim, Hendri (2021) Pengaruh Gaya Hidup Terhadap Keputusan Konsumen Dalam Membeli Martabak Trendys Cabang Rajawali Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

he purpose of this study was to determine and analyze the influence of lifestyle on consumer decisions in buying Martabak TrendysRajawali Branch in Pekanbaru. This type of research is a descriptive survey research type with quantitative research methods because researchers collect data by analyzing data and by describing data by observing the research site. The sampling technique used in this study uses purposive sampling for 99 customers. Data collection methods used are by distributing questionnaires, interviews, observations, and documentation. The results showed that the results of the t-test showed the results of Lifestyle (X) with sig = 0.000 <0.05 or t-count = 42.309> 1.9847, it can be concluded that Lifestyle had a positive and partially significant effect on Purchasing Decisions Rajawali Branch in Pekanbaru. R-Square (R2) value of 0.949 or (94.90%) explains that Lifestyle has a significant effect on Consumer Decisions in buying Martabak Trendys Rajawali Branch in Pekanbaru while the remaining 5.10% (100% - 94.90%) influenced by other factors not observed in this study. From the conclusions obtained in this study, the authors provide advice to the Martabak Trendys that must pay attention to the lifestyle of consumers in producing products in order to meet consumer needs.

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