ANALISIS KEPUTUSAN KONSUMEN MEMBELI SEPEDA DI MASA PANDEMI COVID-19 BERDASARKAN GAYA HIDUP, CITRA MEREK, DAN SOCIAL INFLUENCE

ALBIYANSYAH, DAFA (2022) ANALISIS KEPUTUSAN KONSUMEN MEMBELI SEPEDA DI MASA PANDEMI COVID-19 BERDASARKAN GAYA HIDUP, CITRA MEREK, DAN SOCIAL INFLUENCE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Lifestyle, Brand Image, and Social Influence on Consumer Purchase Decisions for Bicycles in the Pandemic Period. The respondents in this study were the people of DKI Jakarta who bought bicycles during the pandemic, the number of which was unknown. The sampling technique used was the population in this study as many as 155 respondents. The sample in the study amounted to 155 people from DKI Jakarta who bought bicycles during the pandemic. The data analysis method used is Partial Least Square technical using the SmartPLS statistical software, with the research instrument being a questionnaire. The results of this study indicate that Lifestyle and Brand Image have a significant effect, while Social Influence has no significant effect on Purchase Decisions. Keywords: Lifestyle, Brand Image, Social Influence, Purchase Dicision, Bicycles Penelitian ini bertujuan untuk mengetaui pengaruh Gaya Hidup, Citra Merek, dan Social Influence pada Keputusan Pembelian Konsumen Sepeda di Masa Pandemi. Responden dalam penelitian ini adalah masyarakat DKI Jakarata yang melakukan pembelian sepeda di masa pandemi yang jumlahnya tidak diketahui. Teknik pengambilan sampel menggunakan populasi dalam penelitian ini sebanyak 155 responden. Sampel dalam penelitian berjumlah 155 masyarakat Dki Jakarta yang melakukan pembelian sepeda di masa pandemi. Metode analisis data yang digunakan adalah teknis Partial Least Square melalui software statisktik SmartPLS, dengan instrumen penelitian yaitu kuesioner. Hasil penelitian ini menunjukkan bahwa Gaya Hidup dan Citra Merek berpengaruh signifikan, sedangkan Social Influence berpengaruh tidak signifikan terhadap Keputusan Pembelian. Kata Kunci: Gaya Hidup, Citra Merek, Social Influence, Keputusan Pembelian, Sepeda

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 362
Call Number: SE/31/23/073
NIM/NIDN Creators: 43118010433
Uncontrolled Keywords: Gaya Hidup, Citra Merek, Social Influence, Keputusan Pembelian, Sepeda
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 14 Jan 2023 05:47
Last Modified: 16 Jan 2023 01:28
URI: http://repository.mercubuana.ac.id/id/eprint/73417

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