Artikel Ilmiah : C1K010015 a.n. MONIKA ADI SRI KUSUMANINGTYAS
| NIM | C1K010015 |
|---|---|
| Namamhs | MONIKA ADI SRI KUSUMANINGTYAS |
| Judul Artikel | THE EFFECT OF UNIVERSITY STUDENT’S LIFESTYLE, PERCEIVED RISK, AND MONEY ATTITUDE ON PURCHASE DECISION: ROLE OF PROMOTION AS MODERATOR VARIABLE (Survey on Customer at Larissa Aesthetic Centre Purwokerto) |
| Abstrak (Bhs. Indonesia) | Adanya produk berlabel bahan organik menjadi satu pertimbangan konsumen untuk memilih dan menggunakan produk dan jasa yang ditawarkan oleh Larissa Aesthetic Center. Penelitian ini bertujuan mendeterminasikan tentang faktor yang mempengaruhi keputusan pembelian konsumen di Larissa Aesthetic Center Purwokerto berdasarkan gaya hidup, sikap terhadap uang dan resiko yang diterima oleh konsumen baik mempengaruhi secara langsung maupun tidak langsung melalui promosi sebagai variabel moderasi. Jenis pemelitian ini menggunaka metode survey dan berada di Purwokerto. Pengumpulan data menggunakan kuesioner yang berisi informasi dari 100 mahasiswa di Purwokerto yang menggunakan produk dan jasa dari Larissa Aesthetic Center di Purwokerto, berdasarkan persepsi merekka tentang gaya hidup, resiko yang diterima, sikap terhadap uang, promosi dan keputusan pembelian. Analisis regresi berganda dan regresi moderasi dengan metode residual sebagai pengujian hipotesis. Hasil dari penelitian menunjukkan bahwa gaya hidup memiliki pengaruh positif terhadap keputusan pembelian, resiko yang diterima memiliki pengaruh negatif terhadap keputusan pembelian, sikap terhadap uang tidak memiliki pengaruh apapun terhadap keputusan pembelian, promosi memoderasi pengaruh dari gaya hidup dan resiko yang diterima terhadap keputusan pembelian, dan promosi tidak memoderasi pada hubungan sebab-akibat antara sikap terhadap uang terhadap keputusan pembelian. |
| Abtrak (Bhs. Inggris) | The presence of organic label on products has becomes as one consideration for customers to choose and use the products and services which are offered by Larissa Aesthetic Center. This study aims to determine the factors influencing customer purchase decision at Larissa Skin Care Purwokerto based on their lifestyle, money attitude and customers’ perceived risk both directly and indirectly influence through the promotion as moderator variable. Type of this research was a survey method and conducted in Purwokerto. Data was collected using Questionnaire to obtain the information from 100 undergraduate students of University in Purwokerto who use product or service of Larissa Skin Care in Purwokerto, related to their perception about lifestyle, perceived risk, money attitude, promotion and purchase decision. Multiple regression analysis and residual method of moderating regression was used to test the hypotheses. The result showed that lifestyle had a positive effect on purchase decision, perceived risk had a negative effect on purchase decision, money attitude had no effect on purchase decision promotion moderates the effect of lifestyle and perceived risk on purchase decision, and promotion had no moderates on the causal relationship between money attitudes on purchase decision. |
| Kata kunci | Lifestyle, Perceived Risk, Money Attitude, Purchase Decision, Promotion |
| Pembimbing 1 | Prof. Dr. Suliyanto,SE.,MM |
| Pembimbing 2 | Weni Novandari,SE,MM |
| Pembimbing 3 | Alisa Tri Nawarini, SE., M.B.A |
| Tahun | 2017 |
| Jumlah Halaman | 125 |
| Tgl. Entri | 2017-08-25 06:24:58.33552 |