Pengaruh Gaya Hidup dan Sikap Konsumen Terhadap Keputusan Pembelian Produk Iphone pada Mahasiswa Fakultas Ekonomi Universitas Negeri Medan

Abstract

The purpose of this study was to find out and analyze the influence of lifestyle and consumer attitudes towards purchasing decisions on iphone products in students of the Faculty of Economics, Medan State University and also to find out and analyze the most dominant factors affecting purchasing decisions. This research was conducted on students of the Faculty of Economics, Medan State University. The population in this study were students of the Faculty of Economics, Medan State University who were still active in 20152018 who had used an Iphone. The analytical method used is descriptive analysis method and multiple regression analysis method. This research method uses a quantitative approach by distributing questionnaires to 60 respondents by incidental sampling method. The distribution of questionnaires was carried out to respondents in the Medan State University. Data is processed statistically with SPSS 21 program, namely t test model, F test, and determinant coefficient (R2). The results of this study indicate that simultaneously the lifestyle and attitudes of consumers have a positive and significant effect on purchasing decisions of Iphone Products on Students of the Faculty of Economics, Medan State University. Partially, each lifestyle variable and consumer attitude have a positive and significant effect on purchasing decisions. Lifestyle is the dominant variable affecting the decision to purchase Iphone products for Students of the Faculty of Economics, Medan State University. Adjusted R Square value is 0.711 which means that the variability of the dependent variable that can be explained by lifestyle and consumer attitudes is 71.1% while the remaining 50.5% can be explained by variables not examined in this study.