PENGARUH GAYA HIDUP, INOVASI PRODUK DAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOP FIRMI SCARF

FITRIA, SRI ENDANG (2021) PENGARUH GAYA HIDUP, INOVASI PRODUK DAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOP FIRMI SCARF. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of lifestyle, product innovation and Instagram media sosial on Firmi Scarf online shop purchasing decisions. This study uses a quantitative method (quantitative method). The population in this study were Firmi Scarf buyers with a total sample of 85 consumers. The method of sampling is done by using the Census method. The hypothesis test proposed in this study was carried out using regression analysis and partial hypothesis testing using SPSS Ver software. 24. The results of the analysis show that lifestyle has a significant and positive effect on purchasing decisions, product innovation has a significant and positive effect on purchasing decisions, and media sosial Instagram has a significant and positive effect on purchasing decisions. Keywords: Lifestyle, Product Innovation and Instagram Media sosial on Purchasing Decisions Penelitian ini bertujuan bertujuan untuk menganalisis pengaruh gaya hidup, inovasi produk dan media sosial instagram terhadap keputusan pembelian online shop Firmi Scarf. Penelitian ini menggunakan metode kuantitatif (quantitative method). Populasi dalam penelitian ini adalalah pembeli Firmi Scarf dengan jumlah sampel sebanyak 85 konsumen. Metode dalam pengambilan sampel dilakukan dengan menggunakan metode Sensus. Uji hipotesis yang diajukan pada penelitian ini dilakukan dengan alat uji analisis regresi dan hipotesis parsial dengan menggunakan software SPSS Ver. 24. Hasil analisis menunjukkan bahwa gaya hidup berpengaruh terhadap keputusan pembelian secara signifikan dan positif, inovasi produk berpengaruh terhadap keputusan pembelian secara signifikan dan positif, dan media sosial instagram berpengaruh terhadap keputusan pembelian secara signifikan dan positif. Kata Kunci : Gaya Hidup, Inovasi Produk Dan Media Sosial Instagram Terhadap Keputusan Pembelian

Item Type: Thesis (S2)
NIM/NIDN Creators: 55119110023
Uncontrolled Keywords: Gaya Hidup, Inovasi Produk Dan Media Sosial Instagram Terhadap Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Oct 2023 03:01
Last Modified: 18 Oct 2023 03:01
URI: http://repository.mercubuana.ac.id/id/eprint/82730

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