PENGARUH GAYA HIDUP DAN MOTIVASI TERHADAP KEPUTUSAN PEMBELIAN BATU AKIK DI KOTA BATURAJA

Abstract

The purpose of this study is to analyze the effect of lifestyle and Motivation toward purchasing decision of Gemstone in Baturaja. The used data in this research were primary and secondary data. Secondary data were collected from relevant literature such as journal, books and other related publications. Primary data were collected by using a distributed questionnaire to 120 respondents Consumers in the area of Baturaja city that purchase product for 6 months from July till December 2014. The sampling technique in this research is Purposive Sampling method. Then the data were processed by using multiple regression analysis.   

The results from this research showed that lifestyle and motivation have a positive influence toward purchasing decision both in partial or simultaneous. Lifestyle takes dominant effect, it could be know by t- test and t count 8.577> t table 1.65798 and sig 0.000 less than 0.05. The value of Adjusted R Square was 0,801. It means that all independent variables are able to explain the value 80,1% of the dependent variable. The remaining 19,9 % could be explained by other factors that were not tested in this research..