LESTARI, SELFIANA (2025) PENGARUH GAYA HIDUP, WORD OF MOUTH, KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEREMPUAN UNTUK MEROKOK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to evaluate the extent to which Lifestyle, Word of Mouth, and Reference Groups influence smoking decisions among women. The study involved a sample of 90 women identified as active smokers. Data were analyzed using the Structural Equation Modeling (SEM) method, processed with the help of the SmartPLS software. The findings reveal that both Lifestyle and Reference Groups have a positive and significant contribution to women's decisions to smoke. On the other hand, Word of Mouth also shows a positive influence, but the effect is not statistically significant in the context of smoking decision-making. Keywords: Lifestyle, Word of Mouth, and Reference Groups on Women's Decisions to Smoke. Penelitian ini bertujuan untuk mengevaluasi sejauh mana dampak pengaruh Gaya Hidup, Word of Mouth, Kelompok Referensi terhadap keputusan merokok di kalangan perempuan. Studi ini menggunakan sampel sebanyak 90 orang perempuan yang diketahui sebagai perokok aktif. Data dianalisis menggunakan metode Structural Equation Modeling (SEM), yang diolah dengan bantuan program SmartPLS. Hasil dari penelitian ini memperlihatkan bahwa variabel Gaya Hidup dan Kelompok Referensi berkontribusi secara positif dan signifikan dalam memengaruhi keputusan perempuan untuk merokok. Di sisi lain, Word of Mouth juga menunjukkan arah pengaruh yang positif, namun pengaruh tersebut tidak signifikan secara statistik terhadap pengambilan keputusan merokok. Kata Kunci: Gaya Hidup, Word of mouth, dan Kelompok Referensi Keputusan Perempuan untuk Merokok.
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