Date: 23-11-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

Pengaruh Gaya Hidup Dan Motivasi Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa Konsumen Smartphone Samsung Di STIE Malangkucecwara

Detail
Author Stefanus Marcelino
Category Manajemen Pemasaran

Abstract

This study aims to determine the effect of lifestyle and motivation on purchasing decisions on students as consumers of samsung smartphone at STIE Malangkucecwara. The data sources used are primary data obtained by collecting data by answering research questions. The population of this study were all students at STIE Malangkucecwara. The selection of sampels in this study uses a accidental sampling method where the desired population is used as the research sample. The data analysis used in this study is multiple linear regression analysis. The results of this study indicate that lifestyle and motivation simultaneously influence purchasing decisions because the level of significance is less than 0,05 while lifestyle is more influential on purchasing decisions because lifestyle r counts are greater than motivation ie lifestyle 5,318 with a significant level of 0,000 and motivation 3,748 with a sinificant level of 0,000.