Sakira, Popin (2024) Pengaruh Perilaku Konsumtif terhadap Keputusan Masyarakat Muslim Memilih Restoran Korea di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The aim of the study is to find out how consumtive behavior influences purchasing decisions at Korean restaurants chosen by the Muslim community in Pekanbaru. This study was conducted in June and July 2024. This is a quantitative descriptive study. People who often visit Korean restaurants in Pekanbaru are the target group for the study. The sample of the study consists of one hundred respondents taken from each district in Pekanbaru City. The data analysis techniques of the study are validity test, reliability test, t-test, f-test, multiple regression, classical assumption test, and coefficient of determination. Based on the results of the study, purchasing decisions at Korean restaurants in Pekanbaru are influenced by consumptive behavior. This is proven by the t-test results showing that the consumptive behavior variable consisting of impulsive buying factor which has a significance value of 0.003 which is less than 0.05 with the t-value of 3.018> 1.984, it means that the impulsive buying factor positively influences purchasing decisions. The wasting money factor has a significance value of 0.005 which is less than 0.05 with the t-value of 2,873>1.984, it means that the wasting money factor positively influences purchasing decisions and the seeking pleasure factor has a significance value of 0.022 which is less than 0.05 with the t-value of 2,333>1.984, it means that the seeking pleasure factor positively influences purchasing decisions. Based on the F-test performed by the SPSS, the results show that the F-count value (19.365) > F-table (2.70) and the significance value is 0.000 < 0.05. It can be concluded that all factors of the independent variable, namely impulsive buying, wasting money and seeking pleasure, simultaneously influence the purchasing decisions of Muslim community in choosing Korean restaurants in Pekanbaru City. To find out how the extent of the independent variable (X) can influence the dependent variable (Y); the value of R-Squared in this case is 0.358 or 35.8%. This shows that the contribution of the influence of this variable is large, while other variables not included in this study contribute by 64.2%.

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