EKA PARGITA LISTIYA, NPM 2201300316 (2026) PENGARUH GAYA HIDUP DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA TOKO SERBA 35 RIBU DI SIMPANG AJAMU. Tugas_Akhir(Artikel) Journal of Innovative and Creativity, 6 (1). pp. 21007-21016. ISSN 2775-771X(e-ISSN) 2962-570X(p-ISSN)
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Abstract
This study aims to analyze the effect of lifestyle and price on purchase intention. This research employs a quantitative approach using a survey method. Data were collected from 356 respondents and analyzed using multiple linear regression analysis. The results indicate that, partially, lifestyle and price have a positive and significant effect on purchase intention. Simultaneously, lifestyle and price also significantly influence purchase intention. The coefficient of determination (R²) of 0.338 indicates that lifestyle and price explain 33.8% of the variance in purchase intention, while the remaining variance is influenced by other factors outside the research model. These findings suggest that product alignment with consumers’ lifestyles and appropriate pricing based on perceived value play a crucial role in increasing purchase intention. This study is expected to contribute theoretically to consumer behavior literature and provide practical implications for businesses in developing effective marketing strategies. Keywords: Lifestyle, Price, Purchase Intention, Consumer Behavior ============================================= Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup dan harga terhadap minat beli konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 356 responden dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial, gaya hidup dan harga berpengaruh positif dan signifikan terhadap minat beli. Secara simultan, gaya hidup dan harga juga terbukti berpengaruh signifikan terhadap minat beli. Nilai koefisien determinasi (R²) sebesar 0,338 menunjukkan bahwa gaya hidup dan harga mampu menjelaskan 33,8% variasi minat beli, sedangkan sisanya dipengaruhi oleh variabel lain di luar model penelitian. Temuan ini mengindikasikan bahwa kesesuaian produk dengan gaya hidup konsumen serta penetapan harga yang sesuai dengan persepsi nilai konsumen berperan penting dalam meningkatkan minat beli. Penelitian ini diharapkan dapat memberikan kontribusi teoretis dalam pengembangan kajian perilaku konsumen serta implikasi praktis bagi pelaku usaha dalam merumuskan strategi pemasaran yang efektif. Kata Kunci: Gaya Hidup, Harga, Minat Beli, Perilaku Konsumen
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Lifestyle, Price, Purchase Intention, Consumer Behavior================Gaya Hidup, Harga, Minat Beli, Perilaku Konsumen |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 02 Jun 2026 03:31 |
| Last Modified: | 02 Jun 2026 03:31 |
| URI: | http://repository.ulb.ac.id/id/eprint/2452 |
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