Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Pada Jao Coffee Bar Kota Kupang Dengan Motif Pembelian Sebagai Variabel Intervening

FALLO, Apryanus (2018) Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Pada Jao Coffee Bar Kota Kupang Dengan Motif Pembelian Sebagai Variabel Intervening. Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

The existence of lifestyle changes from generation to generation due to social changes in the society and the changing environment. These changes are caused by several factors. The lifestyle of adults today is now beginning to spread to teenagers including teenagers in Kupang City. Social life makes teenagers in Kota Kupang become adolescents who quickly adapt and quickly influenced by various things including can be influenced by social groups. The adolescent lifestyle in Kupang City is seen through the activities that are done when making a purchase at Jao Coffee Bar like spending leisure time by relaxing, talking with friends, joking, playing cards. Not only spend spare time, other activities that teens do when buying at Jao Coffee Bar is holding meetings, reunion, doing tasks with friends Problems in this research are (1) How to describe lifestyle and reference group to purchase decision at Jao Coffee Kupang City Bar with purchase motive as intervening variable? (2) Does lifestyle have a significant influence on purchasing motive at Jao Coffee Bar of Kupang City? (3) Does the lifestyle have a significant influence on product purchasing decision at Jao Coffee Bar of Kupang City? (4) Does the reference group have a significant influence on the purchasing motive of Jao Coffee Bar in Kupang City? (5) Is the reference group having a significant influence on product purchasing decision at Jao Coffee Bar of Kupang City? (6) Does the buying motive have a significant effect on purchasing decision at Jao Coffee Bar of Kupang City? The population in this study is consumers who make purchases at Jao Coffee Bar whose numbers are unknown. The sample in this study were 108 respondents. The data were collected by questionnaire. Data analysis techniques are descriptive statistical analysis and inferential analysis. The analysis tools used in this research are two descriptive analysis techniques and Structure Equation Model (SEM) AMOS The result of descriptive statistic analysis shows that lifestyle description, reference group, purchasing motive and purchase decision are in high category. The results of inferential statistical analysis indicate that all hypotheses in this study were accepted or supported because the results showed significant results and fit models.

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