USK Conferences, Roundtable for Indonesian Entrepreneurship Educators 2018

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Pengaruh Money Attitude, Lifestyle dan Personal Value dalam Keputusan Pembelian Produk Exclusive Gadget di Aceh
Hendra Halim, Dinaroe Dinaroe

Last modified: 2018-09-05

Abstract


The research purpose is to measure the relationship among lifestyle, money attitude, personal value, and purchase decision of Apple products by the student of Syiah Kuala University. The purposive sampling method is used to collect the primer data, and the sample is chosen from the students who using Apple gadgets in Syiah Kuala University. 120 questionnaires are distributed and only 97 questionnaires are being collected. Moderated Regression Analysis is used to test the hypothesis.

The result shows: 1). The lifestyle affects significantly towards the purchase decision of Apple products. 2). Money attitude also affects significantly toward purchase decision of Apple products. 3). Personal value affects the purchase decision of Apple products. 4). Personal values influence the lifestyle toward purchase decision of Apple product. Nevertheless, because the regression coefficient value indicated negative direction, then personal value depilated effect of lifestyle to purchase decision of Apple product. 5) Personal value has not given moderate effect of money attitude toward purchase decision of Apple products.

 


Keywords


Lifestyle, Money Attitude, Personal Value , Purchase Decosion