Pengaruh Diskon, Gaya Hidup, dan Pembelian Impulsif terhadap Keputusan Pembelian pada Pengguna Kartu Kredit Bank Swasta ABC di Indonesia

Authors

  • Reyhan Al Fatih Universitas Esa Unggul, Indonesia
  • Dimas Angga Negoro Universitas Esa Unggul, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.9472

Keywords:

Diskon, Gaya Hidup, Keputusan Pembelian, Pembelian Impulsif

Abstract

Pada era perkembangan zaman yang sangat pesat ini, perilaku gaya hidup juga ikut berkembang menyesuaikan trend gaya hidup terkini, hal ini dipicu oleh perkembangan budaya, demografik, maupun kelas sosial. Untuk memenuhi hasrat serta keinginan yang dimiliki oleh individu tertentu mengharuskan mereka agar terus selalu mengikuti trend terkini. Penelitian ini bertujuan untuk mengetahui pengaruh diskon, gaya hidup, pembelian impulsif terhadap keputusan pembelian. Pada penelitian ini menggunakan pendekatan metode kuantitatif dan mengunakan alat analisis PLS-SEM. Penelitian ini menggunakan teknik non-probability purposive sampling untuk mengumpulkan data yang diperlukan dengan tujuan analisis mendalam. Dengan sampel 210 responden yang pernah menggunakan kartu kredit untuk berbelanja dan berdomisili di Jabodetabek dikumpulkan selama rentang waktu Mei hingga Agustus 2023. Kuesioner yang disebarkan secara online menggunakan Google Form melalui Instagram, Whatsapp, dan Telegram. Hasil pada penelitian ini menunjukan bahwa diskon memiliki pengaruh positif terhadap pembelian impulsif, gaya hidup memiliki pengaruh positif terhadap pembelian impulsif, pembelian impulsif memiliki pengaruh terhadap keputusan pembelian. Selanjutnya diskon memiliki pengaruh terhadap keputusan pembelian, dan gaya hidup memiliki pengaruh terhadap keputusan pembelian.

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Published

03-09-2023

How to Cite

Fatih, R. A., & Negoro, D. A. (2023). Pengaruh Diskon, Gaya Hidup, dan Pembelian Impulsif terhadap Keputusan Pembelian pada Pengguna Kartu Kredit Bank Swasta ABC di Indonesia. Jurnal Pendidikan Tambusai, 7(3), 20271–20283. https://doi.org/10.31004/jptam.v7i3.9472

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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