PENGARUH GAYA HIDUP DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pelanggan X2 Family Resto and Karaoke Kupang)

  • Susanti Oktafiani Tana Prodi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Nusa Cendana Kupang
  • Juita L D Bessie Prodi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Nusa Cendana Kupang

Abstract

This study aims to a) Knowing and analyze customer perceptions of lifestyle, service quality and
purchasing decisions at X2 Family Resto and Karaoke Kupang. b) Knowing and analyze the
influence of lifestyle and service quality partially on customers purchasing decisions at X2 Family
Resto and Karaoke Kupang. c) Knowing and analyze the influence of lifestyle and service quality
simultaneously on customer purchasing decisions at X2 Family Resto and Karaoke Kupang. The
population in this study are all customers who have visited and used services of the X2 Family
Resto and Karaoke Kupang. Samples taken as many as 100 respondents using accidental sampling
technique. The analysis tecnique used is Quantitative Descriptive Analysis and multiple regression
(R2
). Based on the results of descriptive analysis shows customer perceptions of lifestyle and service
quality included in the satisfied category. In this study the regression equation was obtained: Y =
1,620 + 0,264 X1 + 0,725 X2. If seen from the score scale, then the lifestyle variable equal is 4,27
and the highest of the service quality variable is 4,29. Based on the analysis of statistical data, the
results of the t test show that the two independent variables have a significant effect on the variable.
F test results show that simultaneosly the independent variable significantly influences the
independent variable. The R square adjust value of 0.782 shows that 78.2% of the purchase decision
variable is influenced by the independent variable in the regression equation while the remaining
21.8% is influenced by the variables not discussed in this study. It is recommended for X2 Family
Resto and Karaoke Kupang to add market segments and product development, which is not only for
adolescents (Students) but also added to the adult market segmen and further researchers are
expected to add other aspects such as place, promotion, atmosfer, service, brand awareness,and
brand image.

Keywords: Lifestyle, Service Quality and Purchasing decisions

Published
2020-12-05