Astri Bella Lestari, NPM 1901100222 (2023) PENGARUH GAYA HIDUP, SERVICE QUALITY, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DALAM MEMILIH CAFE SEBAGAI TEMPAT HANGOUT DI CKC CORNER PERISAI RANTAUPRAPAT. Tugas_ Akhir (Artikel) Ekonomika45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 10 (1). pp. 474-484. ISSN 2798-575X (e-ISSN) / 2354-6581 (p-ISSN)
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Abstract
This research aims to determine the influence of lifestyle, service quality, and word of mouth on consumer purchasing decisions in choosing a café as a hangout place at CKC Corner Shield Rantauprapat. This type of research is quantitative. In this study, the population is consumers of the CKC Corner Shield Rantauprapat café, the number of which is not known for certain. Because the population is unknown, the sample size obtained from the formula (Sujarweni, 2015) was 96 people. The sampling technique used is accidental sampling, that is, the sampling technique can be carried out on anyone who is accidentally found and is suitable to be used as a sample, then that person can be used as a sample. The research results show that lifestyle, service quality, and word of mouth have a positive and significant influence on consumer purchasing decisions in choosing a café as a hangout place at CKC Corner Shield Rantauprapat. The R square value from the coefficient of determination analysis is 0.606, meaning that purchasing decisions can be explained by lifestyle variables (x1), service quality (x2), and word of mouth (x3) of 60.6%, while the remaining 39.4% can be explained by other variables not examined in this study. Keywords: Lifestyle, Service quality, Word of mouth, Consumer purchasing decisions ================================================================================================= Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup, service quality, dan word of mouth terhadap keputusan pembelian konsumen dalam memilih café sebagai tempat hangout di ckc corner perisai rantauprapat. Jenis penelitian ini bersifat kuantitatif. Dalam penelitian ini yang menjadi populasi adalah konsumen café ckc corner perisai rantauprapat yang jumlahnya tidak diketahui pasti. Karena populasi tidak diketahi maka jumlah sample didapat dari rumus (Sujarweni, 2015) sebanyak 96 orang. Teknik pengambilan sample yang digunakan adalah Accidental sampling yaitu teknik pengambilan sample dapat dilakukan kepada siapa saja yang secara kebetulan ditemui dan cocok untuk dijadikan sample, maka orang tersebut dapat digunakan dengan sebagai sample. Hasil penelitian ditunjukkan bahwa gaya hidup, service quality, dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen dalam memilih café sebagai tempat hangout di ckc corner perisai rantauprapat. Nilai R square dari analisis koefisien determinasi sebesar 0,606 artinya keputusan pembelian mampu dijelaskan oleh variabel gaya hidup (x1), service quality (x2), dan word of mouth (x3) sebesar 60,6%, sedangkan sisanya 39,4% dapat dijelaskan oleh variabel lainnya yang tidak diteliti dalam penelitian ini. Kata kunci: Gaya hidup, Service quality, Word of mouth, Keputusan pembelian konsumen
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Lifestyle, Service Quality, Word Of Mouth, Consumer Purchasing Decisions =================================== Gaya Hidup, Service Quality, Word Of Mouth, Keputusan Pembelian Konsumen |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 07 May 2024 04:04 |
| Last Modified: | 07 May 2024 04:04 |
| URI: | http://repository.ulb.ac.id/id/eprint/641 |
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