CD Tesis

Analisis Pengaruh Lifestyle Marketing Terhadap Keputusan Dan Kepuasan Pembelian Perhiasan Emas Di Kota Pekanbaru

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The objektives of this research are to analyze and investigate the Effect of Lifestyle Marketing consisting of Luxury, Indulgence, Self-Concept, and Admired on the Decision and Satisfaction of Purchasing Gold Jewelry in Pekanbaru City. This research is a quantitative research with a descriptive design. The sampling technique used is accidental sampling technique with a limited amount. The number of respondents in this study were 126 respondents. The instrument used for data collection was a questionnaire with 18 statement items. Research data were processed by Smart-PLS (Partial Least Square) starting from the measurement model (outer model), structure model (inner model) and hypothesis testing.
The results showed that Indulgence, Self Concept, and Admired had a positive and significant effect on purchasing decisions for gold jewelry. While the value of Luxury has no effect on purchasing decisions. In the next test Luxury, Self Concept, Admired has a positive and significant effect on purchase satisfaction. However, Indulgence has no effect on purchase satisfaction. Finally in this study it is known that the purchasing decision has a significant positive effect on the satisfaction of purchasing gold jewelry in the city of Pekanbaru.


Keywords: Lifestyle Marketing, Gold Jewelry, Decision and Purchasing
Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0148)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xiv, 92 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0148)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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