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Pengaruh Gaya Hidup Dan Electronic Word Of Mouth Terhadap Minat Beli Dan Keputusan Pembelian Lipstick Pixy Di Kota Pekanbaru

This study aims to determine the Effect of Lifestyle and Electronic Word of Mouth on Purchase Intention and Pixy Lipstick Purchasing Decisions in Pekanbaru City. Respondents used as subjects in this study were 100 Pixy Lipstick consumers in Pekanbaru City. Primary data is collected by questionnaire as an instrument to prove the results of the study, to test the hypothesis in this study is to use path analysis.
The analysis shows that lifestyle has a positive effect on buying interest. This means that the higher the consumer's lifestyle, the purchase intention in Pixy lipstick will increase. e-WOM has a positive effect on purchase intention. This means that the better e-WOM Pixy lipstick products are, the purchase intention in Pixy lipsticks will increase. Lifestyle has a positive effect on purchasing decisions. This means that the higher the consumer's lifestyle, the purchasing decisions for Pixy lipstick will increase. e-WOM has a positive effect on purchasing decisions. This means that the more e-WOM Pixy lipsticks are, the purchasing decisions for Pixy lipsticks will increase. Purchase intention has a positive effect on purchasing decisions. This means that the higher the interest in buying Pixy lipsticks, the buying decision on Pixy lipsticks will increase. Lifestyle and e-WOM through purchase intention have a positive effect on purchasing decisions. This means that consumers who have high lifestyles and get good information through e-WOM will have increased buying interest so that it can increase the decision to purchase Pixy lipsticks.

Keywords: Lifestyle, Electronic Word of Mouth, Purchase Intention, Purchasing Decisions

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 119 (0204)
02 02. 119 (0204)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 119 (0204)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
vi, 71 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 119 (0204)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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