Aprianggi, Rian (2023) Pengaruh Kualitas Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Motor Yamaha Nmax (studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study was conducted with the aim of knowing the effect of product quality and lifestyle on purchasing decisions for students of the faculty of economics and business, Riau Islamic University. The sampling technique in this study was to use the Accidental Sampling technique, which is one component of the nonprobablity sampling method. In this case the researchers took a sample of 50 samples by distributing questionnaires to students who happened to have a Yamaha NMAX motorbike. The method used is descriptive analysis and multiple linear regression analysis. The results showed that (1) Simultaneously product quality and lifestyle have a positive and significant effect on purchasing decisions, (2) Partially product quality has a positive and significant effect on purchasing decisions and (3) Partially lifestyle has a positive and significant effect on purchasing decisions.

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