Pengaruh Faktor Gaya Hidup terhadap Keputusan Pembelian Mobil Mitsubishi-Xpander pada PT Sumber Berlian Motors Banjarmasin

Abstract

The purpose of this study was to prove empirically the influence of lifestyle factors consisting of costumer activity, costumer interest, costumer opinion and demographic factors on the decision to purchase Mitsubishi-XPander in PT Sumber Berlian Motors Banjarmasin, and the influence of lifestyle factors on the decision to purchase Mitsubishi-XPander. This was a causal associative research. This research used qualitative and quantitative data, which included primary and secondary data. The population of this study was the costumers who have purchased Mitsubishi-XPander in PT Sumber Berlian Motors Banjarmasin. The sampling technique of this research was saturated sampling. 32 respondents were taken as the samples of this research. The data was collected through Library Research and Field Research (observation, questionnaires and documentation). The data analysis was done by using multiple linear regression method. The results of the analysis showed that costumer activity, costumer interest, costumer opinion and demographic factors simultaneously influenced Mitsubishi-XPander purchasing decision in PT Sumber Berlian Motors Banjarmasin. The four independent variables influenced Mitsubishi-XPander purchasing decision in PT Sumber Berlian Motors Banjarmasin by 87.9% while the rest of 12.1% was influenced by other variables not included in this study. Partially, costumer activity, costumer interest, costumer opinion and demographic factors influenced Mitsubishi-XPander purchasing decision in PT Sumber Berlian Motors Banjarmasin. Demographic factor was the dominant variable influencing the purchasing decision of Mitsubishi-XPander in PT Sumber Berlian Motors Banjarmasin.