Mareta, Naura Nabila and Dimas Hendrawan,, S.E., M.M. (2023) Pengaruh Lifestyle, dan Product Quality Terhadap Purchase Decision HMNS Perfumery (Studi pada Generasi Milenial di Kota Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana lifestyle dan product quality berpengaruh terhadap purchase decision di HMNS Perfumery. Penelitian ini bersifat eksplanatori dan bertujuan untuk memberikan penjelasan tentang posisi variabel yang diamati serta hubungannya dengan variabel lainnya. Sampel yang digunakan dalam penelitian ini mencakup 100 responden. Proses pengambilan sampel dilakukan melalui teknik purposive sampling dengan kriteria usia antara 23 hingga 43 tahun, berdomisili di Kota Surabaya, dan pernah membeli produk dari HMNS Perfumery. Analisis data dalam penelitian ini menggunakan perangkat lunak Statistical Product and Service Solution (SPSS) versi 26.0 for Windows. Hasil pengujian menunjukkan bahwa gaya hidup dan kualitas produk memiliki pengaruh yang signifikan dan positif terhadap keputusan pembelian di HMNS Perfumery. Berdasarkan temuan ini, disarankan agar HMNS Perfumery memperkuat gaya hidup melalui kampanye yang mengedukasi tentang pentingnya menggunakan parfum dalam rutinitas harian, dan menjaga kualitas produk dengan mempertahankan standar bahan baku yang digunakan.
English Abstract
This research aimed to determine how lifestyle and product quality influence the purchase decision of HMNS Perfumery. This explanatory research aimed to provide elaboration on the position of the variables examined and the relationship with other variables. The samples used in this research involved 100 respondents. The sample-taking process was conducted through a purposive sampling technique with the criteria of aged 23 to 43 years old, domiciled in Surabaya City, and have purchased products from HMNS Perfumery. The data analysis in this research used Statistical Product and Service Solution (SPSS) version 26.0 software for Windows. The results of this research showed that lifestyle and product quality have significant and positive influences on the purchase decision of HMNS Perfumery. Based on the findings, it is expected that HMNS Perfumery to strengthen lifestyle through campaigns which educate on the importance of wearing perfume in daily routines and maintain product quality by keeping the raw materials used.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020436 |
| Uncontrolled Keywords: | Lifestyle, Product Quality, Purchase Decision. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 03 Jan 2024 03:08 |
| Last Modified: | 03 Jan 2024 03:08 |
| URI: | http://repository.ub.ac.id/id/eprint/205697 |
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