Analisis Pengaruh Gaya Hidup Pria Metroseksual Terhadap Keputusan Pembelian Produk Fashion

Ony, Johan Gunady and ., Lina (2020) Analisis Pengaruh Gaya Hidup Pria Metroseksual Terhadap Keputusan Pembelian Produk Fashion. Project Report. Universitas Katolik Musi Charitas, Palembang. (Unpublished)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup pria metroseksual terhadap keputusan pembelian produk fashion. Populasi dalam penelitian ini adalah seluruh pria metroseksual. Pengambilan sampel dilakukan dengan menggunakan teknik purposive sampling, sehingga diperoleh jumlah sampel penelitian adalah 50 orang. Data dalam penelitian dikumpulkan menggunakan kuesioner dan dianalisis menggunakan teknik analisis kualitatif dan kuantitatif. Hasil penelitian menunjukkan bahwa Nilai mean rata-rata untuk pembelian produk pakaian (3.85) adalah yang tertinggi jika dibandingkan dengan nilai mean rata-rata pembelian produk ikat pinggang (3.74) dan dompet (3.39). Pengujian regresi linear berganda menunjukkan bahwa variabel Activity (X1), Interest (X2) dan Opinion (X3) secara simultan dan parsial mempengaruhi keputusan pembelian produk fashion pada pria metroseksual.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Gaya Hidup, Pria Metroseksual, Keputusan Pembelian Fashion
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Research Report > Management Study Program
Depositing User: Mr Johan Gunady Ony
Date Deposited: 08 Apr 2025 06:40
Last Modified: 08 Apr 2025 06:40
URI: http://eprints.ukmc.ac.id/id/eprint/3301

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