PENGARUH GAYA HIDUP, KELOMPOK REFERENSI DAN KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN MELAKUKAN TINDAKAN LASIK (Studi kasus pada Klinik Mata Nusantara Lebak Bulus, Jakarta Selatan)

AMBARWATI, TRIA AYU (2019) PENGARUH GAYA HIDUP, KELOMPOK REFERENSI DAN KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN MELAKUKAN TINDAKAN LASIK (Studi kasus pada Klinik Mata Nusantara Lebak Bulus, Jakarta Selatan). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to analyze the influence of lifestyle, reference group and marketing communication on the decision to take LASIK actions at the Nusantara Eye Clinic. The objects in this study were patients who had performed LASIK at Nusantara Eye Clinic. This research was conducted on 95 respondents using a quantitative descriptive approach. The data analysis used is statistical analysis in the form of SEM (Structural Equation Modeling) with Partial Least Square (SmartPLS version 3.0). The results showed that lifestyle variables had a positive and significant effect on purchase decision, there were positive and significant influences in the relationship between reference group on purchase decision, there was a positive and significant effect on the relationship between marketing communication on purchase decision. The variables having a t-statistic value of more than 1.96. Keywords: Lifestyle, Reference Group, Marketing Communication and Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup, kelompok referensi dan komunikasi pemasaran terhadap keputusan melakukan tindakan LASIK di Klinik Mata Nusantara. Objek dalam penelitian ini adalah pasien yang sudah melakukan tindakan LASIK di Klinik Mata Nusantara. Penelitian ini dilakukan terhadap 95 responden dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk metode SEM (Structural Equation Modelling) dengan program Partial Least Square (SmartPLS versi 3.0). Hasil penelitian menunjukkan bahwa variabel gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian, terdapat pengaruh positif dan signifikan dalam hubungan antara kelompok referensi terhadap keputusan pembelian, terdapat pengaruh positif dan signifikan dalam hubungan antara komunikasi pemasaran terhadap keputusan pembelian. Semua variabel memiliki nilai t-statistik lebih dari 1,96. Kata Kunci : Gaya Hidup, Kelompok Referensi, Komunikasi Pemasaran dan Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43115110521
Uncontrolled Keywords: Gaya Hidup, Kelompok Referensi, Komunikasi Pemasaran dan Keputusan Pembelian
Subjects: 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.1 Organizations/Manajemen Organisasi
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
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 31 May 2022 03:00
Last Modified: 31 May 2022 03:00
URI: http://repository.mercubuana.ac.id/id/eprint/62307

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