FENOMENA GAYA HIDUP MASYARAKAT DAN KEPUTUSAN PEMBELIAN VAPE
Abstract
The research method used in this study is the quantitative descriptive method through primary data and several test instruments, including validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, t-test, f test, and coefficient of determination used to test the hypothesis. The data used in this study used primary data based on the results of a questionnaire of as many as 100 respondents who were vape consumers in the Cibubur area. The measurement of the scale on the questionnaire in this study used a modified Likert scale.
The results of this study indicate that lifestyle variables, consumer perceptions, and prices have a significant and positive effect on vape purchasing decisions in the Cibubur area.
Keywords : lifestyle, price perception, purchase decision
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DOI: http://dx.doi.org/10.59112/ekowir.v18i02.217
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