PENGARUH ETNOSENTRISME, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN BATIK (Studi pada Konsumen di wilayah Jakarta Barat)

ASRI, RAMADHIA (2020) PENGARUH ETNOSENTRISME, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN BATIK (Studi pada Konsumen di wilayah Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of ethnocentrism, brand image and lifestyle on batik purchase decision. Population in this study are consumers in the West Jakarta area. The sample used was 150 respondents, calculated based on the Hair formula. The sampling method of respondent used in this study is through convenience sampling. Data collection methods using survey methods, with the research instrument is a questionnaire. Analysis’s system that used is a statistic analysis as multiple linear regression tests with SPSS version 23 application. The results of this study indicate that partially ethnocentrism and lifestyle have a positive and significant effect on batik purchase decision. While the brand image has a positive effect, but not significantly to the batik purchase decision. Keywords: ethnocentrism, brand image, lifestyle and purchase decision. Penelitian ini bertujuan untuk menganalisa pengaruh etnosentrisme, citra merek dan gaya hidup terhadap keputusan pembelian batik. Populasi dalam penelitian ini adalah konsumen di wilayah Jakarta Barat. Sampel yang dipergunakan adalah 150 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel responden yang di gunakan dalam penelitian ini adalah melalui convenience Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan analisis statistik dalam bentuk uji regresi linear berganda. Alat bantu analisis menggunakan aplikasi SPSS versi 23. Hasil penelitian ini menunjukkan bahwa secara parsial variabel etnosentrisme dan gaya hidup berpengaruh positif dan signifikan terhadap variabel keputusan pembelian batik. Sedangkan variabel citra merek berpengaruh positif, namun tidak signifikan terhadap variabel keputusan pembelian batik. Kata Kunci : Etnosentrisme, Citra merek, Gaya hidup dan Keputusan pembelian.

Item Type: Thesis (S1)
NIM: 43115110409
Uncontrolled Keywords: Etnosentrisme, Citra merek, Gaya hidup dan Keputusan pembelian.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Jan 2020 01:49
Last Modified: 16 Jan 2020 01:49
URI: http://repository.mercubuana.ac.id/id/eprint/53563

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