PENGARUH PROMOSI, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK FAST FASHION (STUDI KASUS PADA MAHASISWA STEI INDONESIA JAKARTA)

Nursyahfitri, Ananda (2023) PENGARUH PROMOSI, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK FAST FASHION (STUDI KASUS PADA MAHASISWA STEI INDONESIA JAKARTA). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk menguji apakah pengaruh Promosi, Harga, dan Gaya Hidup terhadap keputusan pembelian Produk Fast Fashion pada mahasiswa STEI Indonesia Jakarta. Metode penelitian ini menggunakan pendekatan kuantitatif. Populasi dari penelitian ini adalah mahasisa/i STEI Indonesia pada prodi S1 pada tahun angkatan 2109 hingga 2022. Sampel ditentukan berdasarkan metode Non-probability dengan jumlah sampel 94 responden. Metode pengumpulan data adalah dengan membagikan kuesioner. Metode pengolahan data dalam penelitian ini menggunakan uji validitas, uji reliabilitas, determinasi parsial, dan determinasi berganda untuk menguji hipotesis secara parsial dan simultan. Hasil penelitian membuktikan bahwa (1) Variabel Promosi berpengaruh signifikan secara parsial terhadap keputusan pembelian pada produk Fast Fashion., (2) Harga berpengaruh signifikan secara parsial terhadap keputusan pembelian pada produk Fast Fashion, dan (3) Gaya Hidup berpengaruh signifikan secara parsial terhadap keputusan pembelian pada produk Fast Fashion. (4) Variabel Promosi, Harga, dan Gaya Hidup berpengaruh signifikan secara simultan terhadap keputusan pembelian pada produk Fast Fashion. This study examines the influence of Promotion, Price, and Lifestyle on purchasing decisions for Fast Fashion Products on STEI Indonesia Jakarta students. This study uses quantitative research. The population of this study was STEI Indonesia students in undergraduate programs in the 2109 to 2022 batch years. The sample was determined based on the Non-probability method, with a sample of 94 respondents. The data collection method is to distribute questionnaires. The data processing method in this study uses a validity test, reliability test, partial determination, and multiple determination to test the hypothesis partially and simultaneously. The results of the study prove that (1) Promotion variables have a partially significant effect on purchasing decisions on Fast Fashion products, (2) Price has a partially significant effect on purchasing decisions on Fast Fashion products, and (3) Lifestyle has a partially significant effect on purchasing decisions on Fast Fashion products. (4) Promotion, Price, and Lifestyle variables simultaneously have a significant effect on purchasing decisions on Fast Fashion products.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Sakti, Indra NIDN8894080018 indra_sakti@stei.ac.id
Uncontrolled Keywords:	Fast Fashion, Promosi, Harga, Gaya Hidup dan Keputusan Pembelian
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ananda Nursyahfitri
Date Deposited:	29 Sep 2023 07:27
Last Modified:	29 Sep 2023 07:27
URI:	http://repository.stei.ac.id/id/eprint/11024

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