Pengaruh Gaya Hidup, Kualitas Produk dan Variasi terhadap Keputusan Pembelian Produk Peneng (Studi Kasus pada Konsumen CV MILI ARTA Lumajang)

Abstrak

The purpose of this study was to determine the effect of lifestyle, product quality and variations on purchasing decisions for peneng products (case studies on CV Mili Arta Lumajang consumers), both partially and simultaneously. The type of research used is descriptive with associative causal approaches. This research was conducted with a total of 40 consumers. The sampling technique used is incidental sampling technique. Hypothesis testing is done by multiple linear regression tests. through the SPSS 21 program for Windows. The results showed partially that lifestyle did not significantly influence the purchase decision of the product (case study on CV Mili Arta Lumajang's conusions), while the product quality and variation variables significantly affected the purchase decision of the product (case study on CV Mili Arta Lumajang's con ), And simultaneously lifestyle, product quality and variation have a significant effect on the purchase decision of the product (case study on CV Mili Arta Lumajang's conusmen), with the coefficient of determination (R Square) obtained value of 0.682 which indicates that 68.2% can be explained by lifestyle, product quality and variation while the remaining 31.8 purchasing decisions are
influenced by other variables not examined in this study.