MUHAMMAD FAHREZA NASUTION, NPM 2201100100 (2026) PENGARUH HARGA, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN ROKOK ELEKTRIK DI LABUHANBATU. Tugas_Akhir (Artikel) : Journal Of Innovative And Creativity, 6 (1). pp. 1998-2004. ISSN 2775-771X (Online) / 2962-570X (Printed)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas produk, dan gaya hidup terhadap keputusan pembelian rokok elektrik di Labuhanbatu. Fenomena meningkatnya penggunaan rokok elektrik (vape), khususnya di kalangan generasi produktif, mengindikasikan perubahan perilaku konsumsi yang tidak hanya didorong oleh pertimbangan ekonomi, tetapi juga oleh persepsi terhadap kualitas produk dan dinamika gaya hidup. Pendekatan kuantitatif diterapkan dalam penelitian ini dengan metode survei terhadap konsumen rokok elektrik di Labuhanbatu. Teknik *purposive sampling* digunakan untuk memilih responden sesuai dengan kriteria yang telah ditetapkan. Analisis data dilakukan menggunakan uji regresi linier berganda untuk menguji pengaruh secara parsial dan simultan. Temuan penelitian menunjukkan bahwa harga (koefisien regresi 0,324; signifikansi 0,001) berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini mengindikasikan bahwa kesesuaian harga dengan nilai yang dipersepsikan konsumen dapat meningkatkan probabilitas pembelian. Kualitas produk (koefisien regresi 0,065; signifikansi 0,046) juga terbukti berpengaruh positif dan signifikan, terutama yang tercermin dari daya tahan, performa, dan keragaman produk. Lebih lanjut, gaya hidup (koefisien regresi 0,327; signifikansi 0,001) menunjukkan pengaruh positif dan signifikan, di mana rokok elektrik diposisikan sebagai bagian dari tren sosial dan sarana ekspresi diri. Secara simultan, ketiga variabel independen tersebut berpengaruh signifikan terhadap keputusan pembelian. Temuan ini berimplikasi pada perlunya pelaku usaha untuk merumuskan strategi harga yang kompetitif, senantiasa menjaga dan meningkatkan kualitas produk, serta memahami karakteristik gaya hidup konsumen sasaran guna mendorong keputusan pembelian. Kata kunci : Harga, Kualitas Produk, Gaya Hidup, Keputusan Pembelian. ================================================================================================= This study aims to analyze the influence of price, product quality, and lifestyle on the decision to purchase e-cigarettes in Labuhanbatu. The phenomenon of increasing use of e-cigarettes (vapes), especially among the productive generation, indicates a change in consumption behavior that is not only driven by economic considerations, but also by perceptions of product quality and lifestyle dynamics. A quantitative approach was applied in this study with a survey method of e cigarette consumers in Labuhanbatu. The *purposive sampling* technique is used to select respondents according to the criteria that have been set. Data analysis was carried out using multiple linear regression tests to test the influence partially and simultaneously. The findings of the study showed that price (regression coefficient 0.324; significance 0.001) had a positive and significant effect on purchasing decisions. This indicates that the match of the price with the perceived value of the consumer can increase the probability of a purchase. Product quality (regression coefficient 0.065; significance 0.046) was also proven to have a positive and significant effect, especially as reflected in the durability, performance, and diversity of the product. Furthermore, lifestyle (regression coefficient 0.327; significance 0.001) showed a positive and significant influence, where e-cigarettes were positioned as part of social trends and means of self-expression. Simultaneously, these three independent variables have a significant effect on purchasing decisions. These findings have implications for the need for business actors to formulate competitive pricing strategies, always maintain and improve product quality, and understand the lifestyle characteristics of target consumers to encourage purchase decisions. Keywords : Price; Product Quality; Lifestyle; Purchasing Decisions.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Harga, Kualitas Produk, Gaya Hidup, Keputusan Pembelian. ================================ Price; Product Quality; Lifestyle; Purchasing Decisions. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 21 May 2026 08:33 |
| Last Modified: | 21 May 2026 08:33 |
| URI: | http://repository.ulb.ac.id/id/eprint/2381 |
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