Williyanda Rio Frastowo, 1116051086 (2015) Implikasi Atribut Produk, Reference Group, Lifestyle dan Word of Mouth Terhadap Keputusan Pembelian Batu Cincin (Studi PAda Pembeli BAtu Cincin di Pusat Penjualan BAtu Cincin Pasar Tengah Kota Bandar Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
ABSTRACT The purpose of this research is to know the implications of product attributes, reference group, lifestyle and word of mouth against purchasing decision gemstone. The respondents in this study was the buyer of the gemstone in sales center gemstone middle market city of Bandar Lampung. The benefits of this research are expected to provide input on the employers as well as consumers of stone rings in managing the business potential of the stone ring that became a phenomenon of the moment. This research data analysis using multiple regression with SPSS 16 test tool. The result of this research shows that attributes the product ( X1 ) , reference group ( X2 ) , lifestyle ( X3 ) , and word of mouth (X4 ) influential positive in the decision of the purchase of stone ring ( Y ) .The results of the f said that the variable X1 , X2 , X3 , and jointly X4 influence significantly on variables Y . Keyword: product attributes , reference group , lifestyle , word of mouth and the purchase decision ABSTRAK Tujuan penelitian ini adalah untuk mengetahui implikasi atribut produk, reference group, lifestyle dan word of mouth terhadap keputusan pembelian batu cincin. Responden dalam penelitian ini adalah pembeli batu cincin di pusat penjualan batu cincin pasar tengah kota Bandar Lampung. Manfaat penelitian ini diharapkan mampu memberikan masukan pada para pengusaha maupun konsumen batu cincin dalam mengelola potensi bisnis batu cincin yang menjadi fenomena saat ini. Analisis data penelitian ini menggunakan teknik regresi berganda dengan alat uji SPSS 16. Hasil dari penelitian ini menunjukkan bahwa atribut produk (X1), reference group (X2), lifestyle (X3), dan word of mouth (X4) berpengaruh positif dalam keputusan pembelian batu cincin (Y). Hasil Uji F dikatakan bahwa variabel X1, X2, X3, dan X4 secara bersama-sama berpengaruh secara nyata terhadap variabel Y. Kata Kunci: atribut produk, reference group, lifestyle, word of mouth dan keputusan pembelian.
| Jenis Karya Akhir: | Skripsi |
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| Subyek: | > HF Commerce > HT Communities. Classes. Races |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | 5360944 . Digilib |
| Date Deposited: | 12 Sep 2015 06:58 |
| Terakhir diubah: | 12 Sep 2015 06:58 |
| URI: | http://digilib.unila.ac.id/id/eprint/12783 |
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