PENGARUH GAYA HIDUP, KELAS SOSIAL DAN KEPRIBADIAN TERHADAP KEPUTUSAN PEMBELIAN

  • Raihan Wishal Nafis Universitas Panca Marga Probolinggo
  • Seger Priantono Universitas Panca Marga Probolinggo
  • Adela Safitri Universitas Panca Marga Probolinggo
Keywords: Lifestyle, Social Class, Personality, Purchase Decision

Abstract

This research was conducted at a Honda Merpati Motor Dealer in Probolinggo City with the aim of: 1) To examine the effect of lifestyle, social class and personality simultaneously on motorcycle purchasing decisions at Honda Merpati Motor Dealer Probolinggo City. 2) To test the effect of lifestyle, social class and personality partially on motorcycle purchasing decisions at Honda Merpati Motor Dealer Probolinggo City. 3) To find out the variables between lifestyle, social class and personality that have dominant influence on motorcycle purchasing decisions at Honda Merpati Motor Dealer, Probolinggo City. The research method used in this study is a type of quantitative research the population used in this study was 213, and for the sample used were 40 consumers Based on the research results, it shows that lifestyle (X1) and personality (X3) simultaneously influence purchasing decisions (Y) with the results of Fcount> Ftable of 22.471> 2.87, while lifestyle (X1) and personality (X3) have a partial effect. on purchasing decisions (Y) with the results of tcount> ttable of 2.548> 2.026 with Sig. 0.015 <0.025 While the dominant influence is the social class variable (X2) on purchasing decisions (Y) with the results of tcount> ttable 4.876> 2.026 with a Sig. 0.000

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Published
2021-09-20