HUBUNGAN ANTARA GAYA HIDUP DAN WORD OF MOUTH (KOMUNIKASI DARI MULUT KE MULUT) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

PRATIWI, RACHMADINA (2018) HUBUNGAN ANTARA GAYA HIDUP DAN WORD OF MOUTH (KOMUNIKASI DARI MULUT KE MULUT) DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

RACHMADINA PRATIWI, The Correlation between Lifestyle and Word of Mouth Samsung Smartphone Purchasing Decision to Student of Faculty of Economics at Jakarta State University. The purpose of this study is to determine the relationship between lifestyle and word of mouth with Smartphone Samsung purchasing decisions on the students of the Faculty of Economics, State University of Jakarta. This research was conducted on the students of Faculty of Economics, State University of Jakarta, for 5 months since March 2018 until July 2018. The research method used is survey method with correlational approach. The sampling technique used is purposive sampling technique of 131 people. The resulting regression equation is Ŷ = 29,983 + 0,803X1 for lifestyle variable with purchase decision and Ŷ = 57,790 + 0,536X2 for word of mouth variable with purchase decision. Test of requirement analysis that is normality test using kolmogorov smirnov test with test result can be known significance of purchasing decision (Y) equal to 0200, lifestyle significance (X1) equal to 0,200 and significance of word of mouth (X2) equal to 0,200. Because the data has a significance greater than 0.05 then the data is inferred normally distributed. Furthermore, the t test and the resulting purchase decisions on lifestyle tcount = 9,535.> ttabel = 1.66. Thus it can be concluded that there is a positive and significant relationship between lifestyle with purchasing decisions. Meanwhile, the value of determination coefficient obtained for 0.413 which shows that lifestyle influence purchase decision of 41.3% and the remaining 58.7% influenced by other factors. Furthermore, the tcount of word of mouth (X2) is 7,722> ttable 1.66. Thus it can be concluded that there is a positive and significant relationship between word of mouth with purchase decision. Meanwhile, the value of determination coefficient obtained for 0.316 which shows that word of mouth influence purchase decision of 31.6% and the remaining 68.4% influenced by other factors. Keywords: The Decision Purchase, Lifestyle, Word Of Mouth

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