Pengaruh Gaya Hidup, Citra Merek dan Kelompok Referensi terhadap Keputusan Pembelian (Studi Pada Konsumen Sepatu Adidas di Semarang)

Bhekti Irdhi Viatama, Alimuddin Rizal

Abstract


This study aims to test the influence of lifestyle, brand image and reference groups on the purchasing decisions of studies on consumers of Adidas shoes in Semarang. This research is a quantitative study. The sampling technique uses purposive sampling. The criteria in this study are people who have bought and used at least once, aged at least 17 years. The data collection technique uses a questionnaire with the filling out of 100 respondents. The instrument used to obtain variable data is measured on a likert scale. The tests in this study used validity tests with factor analysis, reliability tests using cronchbach's alpha, and further analyzed with multiple linear regression analysis. The results showed that lifestyle variables (X1), brand image (X2), and reference group (X3) had a partial or simultaneous positive effect on purchasing decisions on Adidas shoes in Semarang.


Keywords


lifestyle, brand image, reference group, purchasing decision

Full Text:

PDF

References


Aisah Asnawi, J. Huwae. 2020. Pengaruh gaya hidup dan citra merek terhadap keputusan pembelian sepeda motor kawasaki ninja di Kota Ambon. Jurnal Masohi, 10(20), 1–7.

Ardiyana, Maulida Ayu. 2022. Pengaruh kualitas produk label halal dan kelompok referensi terhadap keputusan pembelian lipstik wardah (studi pada remaja muslimah di Kota Semarang). SEIKO: Journal of Management & Business, 5(2)

Handrian, Nanang. 2022. Keputusan pembelian: peran price discount, lifestyle, dan kepercayaan konsumen. Jurnal Mirai Management, 7(2),

Kotler & Amstrong. 2017. Principles of Marketing. Harlow, England: Pearson Education.

Oktavianingsih, I., & Setyawati, H. A. 2020. Pengaruh kelompok acuan, gaya hidup dan citra merek terhadap keputusan pembelian helm merek INK. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(4), 619–630. https://doi.org/10.32639/jimmba.v2i4.616

Pratiwi, Nadya Risma. 2020. Pengaruh kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (studi pada pelanggan Toko Hijab Nadya Collection Di Semarang). Proceeding SENDIU 2020. ISBN: 978-979-3649-72-6

Rakhmawati, I. Y., & Sudarwanto, T. 2021. Pengaruh citra merek dan kelompok referensi terhadap keputusan pembelian produk shake herbalife. Jurnal Pendidikan Tata Niaga (JTPN), 9(2), 1244–1250.

Safitri, Anisa Noer. 2022, Pengaruh brand image, lifestyle, dan promosi media sosial terhadap keputusan pembelian di Toko 3Second. YUME: Journal of Management. 5(2), 450 – 458

Salsabila, Aisyah. 2021, Pengaruh kualitas produk, citra merek, persepsi harga dan kualitas layanan terhadap keputusan pembelian mie gacoan (studi pada pelanggan mie gacoan di Kota Semarang). SEIKO: Journal of Management & Business, 5(1), 156

Saputri, D. A., & Setyawati, H. A. 2020. Analisis pengaruh beauty vlogger sebagai reference group, lifestyle dan brand image terhadap keputusan pembelian lipstik pixy. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(5), 788–801. https://doi.org/10.32639/jimmba.v2i5.621

Schiffman Kanuk. 2007. Consumer Behavior. New Jersey: Pearson Education.

Sugiyono. 2018. Statistik Non Parametris untuk Penelitian. Alfabeta.

Sumarwan. 2014. Perilaku Konsumen. Bogor: Ghalia Indonesia.




DOI: http://dx.doi.org/10.33087/ekonomis.v7i1.902

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: LPPM Universitas Batanghari, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: ekonomis.unbari@gmail.com, Phone: 0741-670700

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.