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ABSTRAK PENGARUH GAYA HIDUP, MEREK, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN DAN LOYALITAS PRODUK IPAD PADA MAHASISWA/I DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Gaya Hidup, Merek, dan Kelompok Referensi Terhadap Keputusan Pembelian dan Loyalitas Produk iPad Pada Mahasiswa/I di Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Penelitian ini adalah penelitian eksplanasi asosiatif. Populasi dalam penelitian ini adalah mahasiswa/I pengguna produk iPad yang ada di Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara, dengan jumlah sampel 97 orang responden yang diambil menggunakan teknik Accidental Sampling. Pengumpulan data primer menggunakan kuesioner dan pengumpulan data sekunder menggunakan studi pustaka. Pengujian hipotesis dalam penelitian ini menggunakan analisis regresi berganda dengan nilai signifikansi α = 5% (0,05). Secara simultan, variabel gaya hidup, merek, dan kelompok referensi berpengaruh signifikan terhadap keputusan pembelian dan loyalitas. Secara parsial, variabel gaya hidup, merek, dan kelompok referensi berpengaruh positif dan signifikan terhadap keputusan pembelian dan loyalitas. Nilai Adjusted R Square yang didapat dari hasil pengujian Koefisien Determinan (R²) terhadap keputusan pembelian sebesar 0,503 menjelaskan bahwa 50,3% keputusan pembelian mampu dijelaskan oleh variabel independen gaya hidup, merek, dan kelompok referensi. sedangkan sisanya 49,7% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Terhadap loyalitas produk iPad sebesar 0,554 menjelaskan bahwa 55,4% loyalitas produk mampu dijelaskan oleh variabel independen gaya hidup, merek, dan kelompok referensi. sedangkan sisanya 44,6% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Nilai R Square yang didapat dari hasil pengujian Koefisien Determinan (R²) terhadap keputusan pembelian sebesar 0,253 menjelaskan bahwa 25,3% keputusan pembelian mampu dijelaskan oleh variabel gaya hidup, merek, dan kelompok referensi. sedangkan sisanya 74,7% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Lalu terhadap loyalitas produk iPad sebesar 0,30 menjelaskan bahwa 30,6% loyalitas produk iPad mampu dijelaskan oleh variabel gaya hidup, merek, dan kelompok referensi. sedangkan sisanya 69,4% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Gaya Hidup, Merek, Kelompok Referensi, Keputusan Pembelian, dan Loyalitas
2 Universitas Sumatera Utara
ABSTRACT LIFESTYLE, BRAND, AND THE REFERENCE GROUP EFFECTS IN PURCHASING DECISIONS AND LOYALTY IPAD PRODUCTS AMONG STUDENTS IN THE FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF NORTH SUMATERA This research aim is to examine effects of lifestyle, brand, and the reference group effects in purchasing decisions and loyalty iPad products among students in the Faculty of Economics and Business University of North Sumatera. This research type is explanatory associative research. The population of this research were students iPad product users in Faculty of Economics and Business University of North Sumatera, with number of samples of 97 people, which are taken by accidental sampling method. Primary data collections are taken using questionnaires and secondary data from literature studies. The hypothesis of this research is analyzed using Multiple Linear Regression with signification level of α = 5% (0,05). Simultaneously, lifestyle, brand, and reference group are affecting positively and significantly in purchasing decisions and loyalty products. Partially, lifestyle, brand, and the reference group are affecting positively significantly in purchasing decisions and loyalty products. Adjusted R Square value of 0,503, which is acquired from Coefficient Determinant (R²) test, stated that 50,3% of purchasing decisions can be described by independent variables that are lifestyle, brand, and the reference group which in the other hand 49,7% of purchasing decisions can be described from the other variables that excluded of this research. The most influential variable in purchasing decisions is brand variables. And then, stated that 55,4% of loyalty iPad products can be described by lifestyle, brand, and the reference group which in the other hand 44,6% of purchasing decisions can be described from the other variables that excluded of this research. R Square Value of 0,253, which is acquired from Coefficient Determinant (R²) test, stated that 25,3% of purchasing decisions can be described by lifestyle, brand, and the reference group, which in the other hand 74,7% of purchasing decisions can be described from the other variables that excluded of this research. And then, R Square Value of 0,306, which is acquired from Coefficient Determinant (R²) test, stated that 30,6% of loyalty products can be described by lifestyle, brand, and the reference group, which in the other hand 69,4% of loyalty products can be described from the other variables that excluded of this research. The most influential variable in loyalty product is lifestyle variable. Keywords:
Lifestyle, Brand, Reference Group, Purchasing Decisions, and Loyalty Product
3 Universitas Sumatera Utara
