Pengaruh gaya hidup Psikografik terhadap keputusan pembelian: Studi Kasus Pengunjung Circle Cafe Soekarno Hatta Malang
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Institusion
Universitas Islam Negeri Maulana Malik Ibrahim Malang
Author
Sari, Ayu Nurmita
Subject
Datestamp
2018-04-04 09:01:04
Abstract :
?????? ????? ????? ??? ??????? ??? ?????? ??? ??? ???? ?????????? Circle Cafe ???? ????? ?? ????? ????? ?????? ???????????? ??? ??????? (Activities)? ???????? (Interests) ????? (Opinions) ??? ?????? ??????. ?????? ??? ????? ?????? ????? ????? ?????? ???????? ?????? ?????? ???????? ????? ????????? ???? ???? ??? ??????? ?? Circle Cafe ??????? ???? ??????. ????? ????????? ?? ??? ??????? ?? ??? ??????? ??????? ???? ???? ?? ?????? Circle Cafe . ???? ??? ??????? ??? ???? ?? ????? ??????? ?? 17 ????? ???? ?? ?????? ???? ???? ??????? ??? ????????? ???????. ???? ??????? ?? ????? ??? ????????? ??? ??????? F ??????? ??? ????? ???? ??? ?????? ?????? ????? F .. ??? ??? ???? ????? ???????? ??????? ?? ????? ?????? ??? ??? ????? ???? ??? ????? ?????? ????? t ? ????? ????????? ??????? ??? ??? ????? ???? ??? ????? ?????? ????? t . ??? ??? ?? ????? ????? ??? ????? ???? ??? ????? ?????? ????? t . ABSTRACT This study aims to identify the lifestyle of Circle Café consumers viewed from three aspects; there were Activities (Activity), Interests (Interests) and Opinions (Opinion) on purchase decisions. This research uses quantitative research methods of descriptive statistical analysis and multiple linear regression analysis. This research was conducted at the Circle Café Soekarno Hatta Malang. This research used accidental sampling as The sampling technique when it encountered during the respondents visit to the Circle Café. This research took 100 samples with an age range of up to 17 year old, so that the respondent can answer the questionnaire objectively. These results indicated that the F test (simultaneous) three aspects of lifestyle psychographic variable there were Activities, Interests, and Opinions has significant influence on purchasing decisions with a value of F14.929. However, the results of the partial test showed that the variable Activities does not have a significant influence on purchasing decisions as evidenced by t count 0,700, variable Interests also does not have a significant influence on purchase decisions as evidenced by t count 0.238, while Opinions variable has a significant influence on purchasing decisions as evidenced by t count 4,752 ABSTRAK Penelitian ini bertujuan untuk mengidentifikasi gaya hidup konsumen Circle Café ditinjau dari tiga aspek gaya hidup psikografis, yaitu Activities (Aktivitas), Interests (Minat) dan Opinions (Opini) terhadap keputusan pembelian. Penelitian ini menggunakan jenis penelitian kuantitatif dengan metode analisis statistik deskriptif dan analisis regresi linier berganda. Penelitian ini dilakukan di Circle Café Soekarno Hatta Malang. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah accidental sampling yaitu mengambil sampel yang saat itu ditemui saat berkunjung ke Circle Café. Penelitian ini mengambil 100 sampel dengan rentang usia diatas 17 tahun, hal ini dilakukan agar responden dapat menjawab kuisioner dengan objektif. Hasil penelitian ini menunjukkan bahwa hasil uji F (simultan)pada tiga variabel yaitu variabel Activities (Aktivitas), Interests (Minat) dan Opinions (Opini)memiliki pengaruh secara signifikan terhadap keputusan pembelian dengan nilai Fhitung 14,929. Namun, hasil uji secara parsial menunjukkan bahwa variabel Activities (Aktivitas) tidak memiliki pengaruh secara signifikan terhadap keputusan pembelian yang dibuktikan dengan nilai thitung 0,700, variabel Interests (Minat) juga tidak memiliki pengaruh secara signifikan terhadap keputusan pembelian yang dibuktikan dengan nilai thitung 0,238, sedangkan variabel Opinios (Opini) memiliki pengaruh secara signifikan terhadap keputusan pembelian yang dibuktikan dengan nilai thitung 4,752
?????? ????? ????? ??? ??????? ??? ?????? ??? ??? ???? ?????????? Circle Cafe ???? ????? ?? ????? ????? ?????? ???????????? ??? ??????? (Activities)? ???????? (Interests) ????? (Opinions) ??? ?????? ??????. ?????? ??? ????? ?????? ????? ????? ?????? ???????? ?????? ?????? ???????? ????? ????????? ???? ???? ??? ??????? ?? Circle Cafe ??????? ???? ??????. ????? ????????? ?? ??? ??????? ?? ??? ??????? ??????? ???? ???? ?? ?????? Circle Cafe . ???? ??? ??????? ??? ???? ?? ????? ??????? ?? 17 ????? ???? ?? ?????? ???? ???? ??????? ??? ????????? ???????. ???? ??????? ?? ????? ??? ????????? ??? ??????? F ??????? ??? ????? ???? ??? ?????? ?????? ????? F .. ??? ??? ???? ????? ???????? ??????? ?? ????? ?????? ??? ??? ????? ???? ??? ????? ?????? ????? t ? ????? ????????? ??????? ??? ??? ????? ???? ??? ????? ?????? ????? t . ??? ??? ?? ????? ????? ??? ????? ???? ??? ????? ?????? ????? t . ABSTRACT This study aims to identify the lifestyle of Circle Café consumers viewed from three aspects; there were Activities (Activity), Interests (Interests) and Opinions (Opinion) on purchase decisions. This research uses quantitative research methods of descriptive statistical analysis and multiple linear regression analysis. This research was conducted at the Circle Café Soekarno Hatta Malang. This research used accidental sampling as The sampling technique when it encountered during the respondents visit to the Circle Café. This research took 100 samples with an age range of up to 17 year old, so that the respondent can answer the questionnaire objectively. These results indicated that the F test (simultaneous) three aspects of lifestyle psychographic variable there were Activities, Interests, and Opinions has significant influence on purchasing decisions with a value of F14.929. However, the results of the partial test showed that the variable Activities does not have a significant influence on purchasing decisions as evidenced by t count 0,700, variable Interests also does not have a significant influence on purchase decisions as evidenced by t count 0.238, while Opinions variable has a significant influence on purchasing decisions as evidenced by t count 4,752 ABSTRAK Penelitian ini bertujuan untuk mengidentifikasi gaya hidup konsumen Circle Café ditinjau dari tiga aspek gaya hidup psikografis, yaitu Activities (Aktivitas), Interests (Minat) dan Opinions (Opini) terhadap keputusan pembelian. Penelitian ini menggunakan jenis penelitian kuantitatif dengan metode analisis statistik deskriptif dan analisis regresi linier berganda. Penelitian ini dilakukan di Circle Café Soekarno Hatta Malang. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah accidental sampling yaitu mengambil sampel yang saat itu ditemui saat berkunjung ke Circle Café. Penelitian ini mengambil 100 sampel dengan rentang usia diatas 17 tahun, hal ini dilakukan agar responden dapat menjawab kuisioner dengan objektif. Hasil penelitian ini menunjukkan bahwa hasil uji F (simultan)pada tiga variabel yaitu variabel Activities (Aktivitas), Interests (Minat) dan Opinions (Opini)memiliki pengaruh secara signifikan terhadap keputusan pembelian dengan nilai Fhitung 14,929. Namun, hasil uji secara parsial menunjukkan bahwa variabel Activities (Aktivitas) tidak memiliki pengaruh secara signifikan terhadap keputusan pembelian yang dibuktikan dengan nilai thitung 0,700, variabel Interests (Minat) juga tidak memiliki pengaruh secara signifikan terhadap keputusan pembelian yang dibuktikan dengan nilai thitung 0,238, sedangkan variabel Opinios (Opini) memiliki pengaruh secara signifikan terhadap keputusan pembelian yang dibuktikan dengan nilai thitung 4,752
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