Pengaruh Gaya Hidup, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen Muslim (Studi Kasus di Momyas Gallery Batik Ngemplak Boyolali)

Abstract

This research aims to determine the influence of lifestyle, product quality and price on muslim purchasing decisions. This research was conducted on consumers of Momyas Gallery Batik Ngemplak Boyolali in the last month at the end of 2023. The type of research used was quantitative research. The sampling technique uses a simple random sampling. Data was collected using a survey method through questionnaires filled out by respondents. The research sample used was 75 respondents. This research uses the Multiple Linear Regression Analysis method. Hypothesis testing was carried out using the t test and F test. The results of the t test show that lifestyle (X1) has no significant effect on purchasing decisions with a calculated t value0,05 so Ho is accepted and Ha is rejected. Than product quality (X2) has a significant effect on purchasing decisions with a calculated t value>t table of 6,593>1,993 and a Sig value of 0,000<0,05 so Ho is rejected and Ha is accepted. While price (X3) had no significant effect on purchasing decisions with a calculated t value0,05 so Ho is accepted and Ha is rejected. In the F test result, the calculated F value>F table is 45,626>2,733 and the Sig value is 0,000<0,05, so Ho is rejected and Ha is accepted, meaning that lifestyle, product quality and price simultaneously influence purchasing decisions.