ALFIANI, NADA (2022) PENGARUH GAYA HIDUP, PROMOSI, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN CELANA JEANS ADHUGO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of lifestyle, promotion, and product design on purchasing decisions. Respondents in this study were consumers of Adhugo Jeans. This research was conducted on 175 respondents using a quantitative approach. Analysis of the data used is the PLS (Partial Least Square) technique through the SmartPLS 3 statistical software. The results of this study indicate that Lifestyle has a positive and significant effect on Purchase Decisions, Promotion has a positive and significant effect on Purchase Decisions, Product Design has a positive and significant effect on Purchase Decisions for Adhugo Jeans. Keywords: Lifestyle, Promotion, Product Design, Purchase Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Gaya Hidup, Promosi, Dan Desain Produk Terhadap Keputusan Pembelian. Responden pada penelitian ini adalah Konsumen Celana Jeans Adhugo. Penelitian ini dilakukan terhadap 175 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah tehnik PLS (Partial Least Square) melalui software statistik SmartPLS 3. Hasil penelitian ini menunjukkan bahwa Gaya Hidup berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Desain Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Celana Jeans Adhugo. Kata Kunci : Gaya Hidup, Promosi, Desain Produk, Keputusan Pembelian
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