PENGARUH GAYA HIDUP DAN PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TOKO KELONTONG MADURA

This study was conducted by Ahmad Subadar, from the Faculty of Economics at Darul Ulum University Jombang, born in Bangkalan on May 28, 2000, with the title "The Influence of Lifestyle and Consumer Perceptions on Purchasing Decisions at Madura Grocery Stores." The first advisor is Dra. Aslicha, M.Si, and the second advisor is Puteri Syarifah Al Sakinah, SE, MM.
This research aims to determine the influence of Lifestyle and Consumer Perceptions on Purchasing Decisions at Madura grocery stores. The research adopts a positivism approach. The data used in this study consists of questionnaire responses collected from 40 respondents. The population of this research includes all consumers in the city of Bangkalan, Madura. The sampling technique employed is simple random sampling, resulting in a sample size of 40. The data analysis methods utilized include descriptive statistical analysis, classical assumption tests, multiple linear regression analysis, validity tests, reliability tests, and hypothesis testing conducted using the statistical software SPSS version 27.
The findings of this research indicate that: (1) Lifestyle significantly influences Purchasing Decisions, (2) Consumer Perceptions have an insignificant influence on Purchasing Decisions, and (3) Lifestyle and Consumer Perceptions collectively have a significant influence on Purchasing Decisions. (4) Lifestyle has a more dominant impact on Purchasing Decisions compared to Consumer Perceptions.