GAYA HIDUP KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN

Ajeng Sri Hartati, Ratih Hurriyati, Bambang Widjajanta

Abstract


Objective – To describe and determine the influence of lifestyle on purchasing decisions.

Design/methodology/approach – This type of research is descriptive and verfikatif with random sampling of 120 respondents. Data analysis technique used is a simple linear regression The design of this study is cross sectional method with a certain period of time.

Findings – Based on research results by using simple linear regression analysis showed that there is positive lifestyles of consumers on purchasing decisions.

Originality/value – The difference in this study lies in the object of research, study time, measuring tools, literature used, the theory used and the results of research.

 

Keywords: Marketing, Consumer Behavior, Lifestyle Consumer Purchase Decision, Action Cameras, GoPro.

Type Article: Research paper

Keywords


Marketing, Consumer Behavior, Lifestyle Consumer Purchase Decision, Action Cameras, GoPro

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References


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DOI: https://doi.org/10.17509/jbme.v2i1.5981

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