FEBRYANTI, FIRDA (2022) PENGARUH LIFESTYLE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA MUSLIM SECARA ONLINE (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh lifestyle dan electronic word of mouth terhadap keputusan pembelian produk busana muslim secara online pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sultan Ageng Tirtayasa. Penelitian ini menggunakan Non Probability Sampling dengan metode Purposive Sampling. Sampel dalam penelitian ini berjumlah 96 responden. Teknik pengumpulan data menggunakan kuesioner dengan pengukuran skala likert. Metode pengumpulan data dilakukan secara online menggunakan Google Form yang selanjutnya dianalisis regresi linear berganda dengan uji parsial (Uji t) dan uji simultan (Uji F) dengan bantuan software IBM SPSS Statistik 25. Hasil penelitian ini menunjukkan bahwa hasil uji linear berganda diperoleh persamaan regresi sebagai berikut Y = 1,684 + 0,382X1 + 0,468X2 + e hasil tersebut menyatakan bahwa variabel lifestyle (X1) mempunyai pengaruh sebesar 0,382 terhadap keputusan pembelian (Y) sedangkan variabel electronic word of mouth (X2) mempunyai pengaruh sebesar 0,468 terhadap keputusan pembelian (Y). Dari hasil uji t nilai thitung variabel lifestyle sebesar 4,739 dan variabel electronic word of mouth sebesar 5,482 dengan nilai ttabel (N=96) sebesar 1,661, sehingga dapat ditarik kesimpulan bahwa secara parsial variabel lifestyle (X1) mempunyai pengaruh signifikan terhadap keputusan variabel keputusan pembelian (Y) dan electronic word of mouth (X2) mempunyai pengaruh signifikan terhadap keputusan pembelian (Y). Hasil uji F nilai Fhitungsebesar 70,229 hasil ini lebih besar dari Ftabel sebesar 3,09 sehingga dapat ditarik kesimpulan secara simultan atau bersama-sama variabel lifestyle (X1) dan electronic word of mouth (X2) mempunyai pengaruh yang signifikan terhadap keputusan pembelian (Y). Kemudian koefisien determinasi (R Square) menunjukkan bahwa lifestyle dan electronic word of mouth mempunyai pengaruh terhadap keputusan pembelian sebesar 59,3% sedangkan sisanya 40,7% dipengaruhi oleh variabel lain yang tidak diketahui dan tidak termasuk dalam penelitian ini.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | This study aims to determine the effect of lifestyle and electronic word of mouth on the decision to purchase Muslim clothing products online for students of the Faculty of Economics and Business, Sultan Ageng Tirtayasa University. This research uses Non Probability Sampling with purposive sampling method. The sample in this study amounted to 96 respondents. The data collection technique used a questionnaire with a Likert scale measurement. The method of data collection was carried out online using Google Form which then analyzed multiple linear regression with partial test (t test) and simultaneous test (F test) with the help of IBM SPSS Statistics 25 software. The results of this study indicate that the results of multiple linear tests are obtained by regression equations as The following Y = 1.684 + 0.382X_1 + 0.468X_2 + e these results state that the lifestyle variable (X1) has an influence of 0.382 on purchasing decisions (Y) while the electronic word of mouth (X2) variable has an influence of 0.468 on purchasing decisions (Y) . From the results of the t-test, the lifestyle variable t value is 4.739 and the electronic word of mouth variable is 5.482 with a t-table value (N = 96) of 1.661, so it can be concluded that partially the lifestyle variable (X1) has a significant influence on the decision of the purchasing decision variable ( Y) and electronic word of mouth (X2) have a significant effect on purchasing decisions (Y). The results of the F-test, the F-count value of 70.229, is greater than the F table of 3.09 so that conclusions can be drawn simultaneously or together, the lifestyle variable (X1) and electronic word of mouth (X2) have a significant effect on purchasing decisions (Y). Then the coefficient of determination (R Square) shows that lifestyle and electronic word of mouth have an influence on purchasing decisions by 59.3% while the remaining 40.7% is influenced by other unknown variables and is not included in this study. Keywords: Electronic Word of Mouth, Purchase decision, Lifestyle | |||||||||
| Uncontrolled Keywords: | Kata Kunci : Electronic Word of Mouth, Keputusan pembelian, Lifestyle | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 03 Aug 2022 11:50 | |||||||||
| Last Modified: | 03 Aug 2022 11:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15175 |
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