PENGARUH GAYA HIDUP, PROMOSI, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN CELANA JEANS ADHUGO

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

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 478
Call Number: SE/31/23/118
NIM/NIDN Creators: 43117010142
Uncontrolled Keywords: Gaya Hidup, Promosi, Desain Produk, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
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: 22 Feb 2023 08:10
Last Modified: 22 Feb 2023 08:10
URI: http://repository.mercubuana.ac.id/id/eprint/74287

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