<![CDATA[Penelitian ini bertujuan untuk mengetahui apakah terdapat hubungan antara gaya hidup konsumtif dengan keputusan pembelian perhiasan emas pada pelanggan toko emas di kawasan Banjarmasin-Banjarbaru-Martapura. Metode penelitian yang digunakan adalah metode penelitian kuantitatif, dengan menggunakan teknik accidental sampling dalam pengambilan sampel. Subjek penelitian adalah 60 orang wanita yang membeli perhiasan emas dengan karakteristik sampel dalam penelitian ini yaitu wanita berusia 20-50 tahun . Instrumen yang digunakan dalam penelitian ini adalah skala gaya hidup konsumtif dan skala keputusan pembelian. Berdasarkan hasil analisis korelasi Pearson Product Moment diketahui hasil koefisien korelasi sebesar r = -0,302. Dari hasil perhitungan tersebut terbukti bahwa ada hubungan negatif antara gaya hidup konsumtif dengan keputusan pembelian pada pelanggan toko emas di kawasan Banjarmasin-Banjarbaru-Martapura yaitu semakin tinggi gaya hidup konsumtif maka semakin rendah keputusan pembelian atau semakin kurang pertimbangan seseorang dalam membeli sesuatu. Sebaliknya semakin rendah gaya hidup konsumtif maka semakin tinggi keputusan pembelian atau semakin banyak pertimbangan seseorang dalam membeli perhiasan emas. Sumbangan efektif gaya hidup konsumtif terhadapkeputusan pembelian pada pelanggan perhiasan emas sebesar 9,1% sedangkan sisanya sebesar 90,9 % dipengaruhi oleh variabel lain. Kata kunci : Gaya Hidup Konsumtif, Keputusan Pembelian. The purpose of this study was to find out whether there was any relationship between consumptive lifestyle and gold jewelry purchase decision in the customers of gold stores in Banjarmasin-Banjarbaru-Martapura. The method used in this study was a quantitative research method, using accidental sampling technique. The subjects were 60 women who bought gold jewelry, aged around 20 - 50 years old. The instruments were consumptive lifestyle scale and purchase decision scale. The results of Pearson Product Moment correlation analysis indicated that the correlation coefficient was r = -0.302. The results of these calculations proved that there was a negative relationship between consumptive lifestyle and purchase decision in the customers of gold stores in the area of Banjarmasin-Banjarbaru-Martapura; the higher the consumptive lifestyle, the lower the purchase decision or the less the consideration of a person took into buying something. Conversely, the lower the consumptive lifestyle, the higher the purchase decision or the more the consideration of a person took into buying gold jewelry. The effective contribution of consumptive lifestyle on purchase decision in the customers of gold jewelry was 9.1% while the remaining 90.9% of it was influenced by other variables. Keywords: Consumptive Lifestyle, Purchase Decision]]>
