ANALISIS KEPUTUSAN PEMBELIAN PRODUK PAKAIAN H&M DI PESONA SQUARE DEPOK

• Main Author: Errina Rahmayanti, (Author)
• Format: Book
• Published: 2020-07-01.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/7578/11/ABSTRAK.pdf; http://repository.upnvj.ac.id/7578/12/AWAL.pdf; http://repository.upnvj.ac.id/7578/13/BAB%201.pdf; http://repository.upnvj.ac.id/7578/14/BAB%202.pdf; http://repository.upnvj.ac.id/7578/5/BAB%203.pdf; http://repository.upnvj.ac.id/7578/15/BAB%204.pdf; http://repository.upnvj.ac.id/7578/7/BAB%205.pdf; http://repository.upnvj.ac.id/7578/8/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/7578/9/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/7578/16/LAMPIRAN.pdf
• Keywords: HB Economic Theory

This research is a type of quantitative study that aims to analyze, determine, and prove the effect of lifestyle, product innovation, and brand image on purchase decisions H&M clothing products at Pesona Square Depok. The population in this study are consumers who doing purchase decision H&M clothing products at Pesona Square Depok. The sample size in this study was taken as many as 50 respondents, with non-probability sampling research methods, especially purposive sampling. In this study data collection is done through the distribution of questionnaires using google form application. The analysis technique used is the method of Partial Least Square (PLS) with SmartPLS 3.0 software. The results of this study indicate that (1) lifestyle has a positive and significant effect on purchase decision with a path coefficient is 0,376 (2) product innovation has a positive and significant effect on purchase decision, with a path coefficient is 0,234 (3) brand image has a positive and significant effect on purchase decision with a path coefficient is 0,386.