PENGARUH ATRIBUT PRODUK, WORD OF MOUTH, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN” (STUDI KASUS PEMBELIAN RE:ON COMICS PADA ANGGOTA REONITES)

Annisa Nur Rahma Muliati, Sri Suryoko

Abstract


This research is motivated by the development of local comics, one of them is
Re:ON Comics. The presence of Re:ON Comics has recieved public support so
that Reonites group was formed and expected to increase its sales. The
development of Re:ON Comics experienced problems with the emergence of
consumer complaints in purchasing, which caused the spread of the product
couldn’t be simultaneously happened in Indonesia and reduce the percentage of
sales increase in 2013 to 2015.
Purchase decision can be affected by a variety of factors, both internal and
external factors. The purpose of this research is to know the influence of product
attribute, word of mouth and life style on purchase decision (a case study of Re:ON
Comics purchasing on reonites members).
The method in this study used quantitative research method and explanatory
research type that test hypotheses between variables with other variables that
influence each other. This study used purposive sampling technique against
Reonites members on Facebook for 100 respondents. Data collecting using a
questionnaire and interview. Data analysis using simple and multiple linier
regression analysis in IBM SPSS.
Results of statistical analysis known that together product attribute, word of mouth
and life style against purchase decision based on the coefficient of determination
38,3%, value F count (19,865)>F table (2,70) with significance of 0,000<level of
significance 0,05 then it can be seen that “ There is influence of product attribute,
word of mouth and life style to purchase decision.
The conclusion from this study is that there is a positive and significant influence
between product attribute, word of mouth and life style to purchase decision (a
case study of Re:ON Comics purchasing on reonites members). Research suggest
that Publisher of Re:ON Comics improve quality of product attribute along with
more understand about word of mouth and the lifestyle on Reonites to increase the
purchase decision by consumers.


Keywords


product attribute, word of mouth, life style,

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