Pengaruh Kualitas Produk Harga dan Lifestyle Terhadap Keputusan Pembelian Pakaian Bekas di Badkidswear Surabaya

Achmad Zakaria Maulana Rachman (Program Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surabaya)
M Anang Firmansyah (Program Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surabaya)

Improvement: Jurnal Manajemen dan Bisnis
Vol 2 No 2 (2022): Volume 2 No. 2 September 2022

his research was conducted to determine the effect of product quality, price and lifestyle variables on purchasing decisions. This research method uses a quantitative approach. Data collection was carried out online by distributing questionnaires to 120 respondents using a purposive sampling technique. The analysis tool uses SPSS version 25 through several stages as follows: Validity Test, Reliability Test, Multiple Linear Regression Analysis, Coefficient of Determination and Hypothesis Testing. The results of the Coefficient of Determination, obtained an R2 value of 0.402 or 40.2%. The remaining 59.8% of the decision to buy used clothes at BadkidsWear Surabaya is explained by other variables not examined.The research results show that (1). Product quality has a positive and significant effect on purchasing decisions at BadkidsWear Surabaya. (2). Price has a positive and significant effect on purchasing decisions at BadkidsWear Surabaya. (3). Lifestyle has a positive and significant effect on purchasing decisions at BadkidsWear Surabaya. (4). Product Quality, Price and Lifestyle have a positive and significant effect simultaneously or together on purchasing decisions at BadkidsWear Surabaya.Penelitian ini dilakukan untuk mengetahui pengaruh variabel kualitas produk, harga dan Lifestyle terhadap keputusan pembelian. Metode penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan secara online dengan menyebar kuesioner kepada 120 responden dengan teknik purposive sampling. Alat analisis menggunakan SPSS versi 25 melalui beberapa tahapan sebagai berikut : Uji Validitas, Uji Reliabilitas, Analisis Regresi Linier Berganda, Koefisien Determinasi dan Uji Hipotesis. Hasil Koefisien Determinasi, diperoleh nilai R2 0,402 atau 40,2%. Sisanya sebesar 59,8% Keputusan Pembelian pakaian bekas di BadkidsWear Surabaya dijelaskan oleh variabel lain yang tidak diteliti.Hasil Penelitian Menunjukkan Bahwa (1). Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian di BadkidsWear Surabaya. (2). Harga berpengaruh positif dan signifikan terhadap keputusan pembelian di BadkidsWear Surabaya. (3). Lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian di BadkidsWear Surabaya. (4). Kualitas Produk, Harga dan Lifestyle berpengaruh positif dan signifikan secara simultan atau bersama – sama terhadap keputusan pembelian di BadkidsWear Surabaya.Keywords: Product quality, Price, Lifestyle, buying decision