ANALISIS PENGARUH LIFESTYLE MARKETING TERHADAP KEPUTUSAN DAN KEPUASAN PEMBELIAN PERHIASAN EMAS DI KOTA PEKANBARU

Abstract

This study aims to analyze the influence of Lifestyle Marketing
consisting of Luxury, Luxury, Self-Concept, and Admired on the Decision and
Satisfaction of Purchasing Gold Jewelry in Pekanbaru City.This research is a
quantitative research with a descriptive design. The sampling technique used is
accidental sampling technique with a limited amount. The number of respondents
in this study were 126 respondents. The instrument used for data collection was a
questionnaire with 18 statement items. Research data were processed by SEMPLS.
Using a program (Partial Least Square) starting from the measurement
model (outer model), structure model (inner model) and hypothesis testing. The
results showed that Indulgence, Self Concept, and Admired had a positive and
significant effect on purchasing decisions for gold jewelry. While the value of
Luxury has no effect on purchasing decisions. In the next test Luxury, Self
Concept, Admired has a positive and significant effect on purchase satisfaction.
However, Indulgence has no effect on purchase satisfaction. Finally in this study
it is known that the purchasing decision has a significant positive effect on the
satisfaction of purchasing gold jewelry in the city of Pekanbaru. The advice of this
research is that as an entrepreneur engaged in buying and selling gold jewelry, he
must consider lifestyle marketing aspects in the marketing and sales process.