Analisis Pengaruh Gaya Hidup Konsumen Terhadap Keputusan Pembelian Jilbab Syar’I Pada PT Cepat Versi Arli Singkawang

Abstract

This study aims to determine the effect of activity, interest and opinion both simultaneously and partially on the decision to purchase syar'i hijab at PT Cepat Versi Arli in Singkawang. The research method used is quantitative descriptive method. The data collection techniques used in this study were through interviews, questionnaires, observations, and document studies. The population in this study is all people who buy the hijab at PT Cepat Versi Arli in Singkawang. This study took a sample of 100 respondents at PT Cepat Versi Arli and the sampling technique used was purposive sampling technique. The analytical tool used in this study used an analysis tool in the form of SPSS version 25 analysis. Based on tests carried out simultaneously, the results of the study showed that all independent variables, namely activity, interest and jointly (simultaneously) had an influence. which is positive and significant towards the dependent variable, namely the purchase decision. Based on submissions made partially, the results of the study indicate that the independent variables, namely activity, interest, have a positive and significant effect on purchasing decisions. Meanwhile, opinion variable does not have a significant influence on purchasing decisions.