Pengaruh Gaya Hidup , Keragaman Produk , Dan Harga Produk Terhadap Keputusan Pembelian Sepeda Polygon Pada Toko Sepeda Rejo Barat Magetan

Puspitaningrum, Zindy (2022) Pengaruh Gaya Hidup , Keragaman Produk , Dan Harga Produk Terhadap Keputusan Pembelian Sepeda Polygon Pada Toko Sepeda Rejo Barat Magetan. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Pada saat ini sepeda roda dua atau biasa disebut sepeda ontel ini masih digemari oleh banyak masyarakat Indonesia. Tidak hanya sebagai alat transportasi, sepeda kini telah menjadi gaya hidup masyarakat Indonesia. Sepeda roda dua ini kembali menjadi tren sekitar tahun 2005-an, beberapa faktor yang menjadi penyebabnya antara lain kenaikan harga bensin, mengurangi kemacetan,fasilitas yang didukung lembaga pemerintahaan, menjaga kesehatan tubuh, kesadaran lingkungan untuk menciptakan udara yang bersih di perkotaan dan kepedulian atas ancaman global warming, atau hanya sekedar mengikuti gaya hidup. Dalam penelitian ini, menggunakan metode kuantitatif dengan penelitian survei yang menggunakan kuesioner sebagai instrumennya. Untuk pengolahan data kuesioner yang telah disebar menggunakan aplikasi SPSS 24. Populasi dalam penelitian ini adalah konsumen yang pernah membeli produk sepeda Polygon dan berdomisili di Kabupaten Ngawi. Sampel yang diambil yaitu Komunitas gowes di Kaupaten Ngawi dan Masyarakat pengguna sepeda polygon di Kabupaten Ngawi. Data sampel nya menggunakan metode Non Probability Sampling (pengambilan secara acak) dengan teknik Purposive Sampling yang berjumlah 100 responden. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwa variabel independen yaitu Gaya Hidup, Keragaman Produk, dan Harga Produk, berpengaruh terhadap variabel dependen yaitu Keputusan Pembelian oleh masyarakat yang membeli sepeda Polygon di toko sepeda Rejo Barat Magetan.

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