PENGARUH SEGMENTASI DEMOGRAFIS DAN PSIKOGRAFIS TERHADAP KEPUTUSAN PEMBELIAN PADA 3SECOND KOTA PALU

Muhammad Ilham Siri, Harifuddin Thahir

Abstract


Abstrak

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh faktor segmentasi demografis dan segmentasi psikografis terhadap keputusan pembelian pada 3Second Store di Kota Palu. Sampel pada penelitian ini diambil sebanyak 60 responden dengan teknik non-probability sampling. Data dalam penelitian ini menggunakan metode observasi, wawancara, dan kuisioner yang disebarkan secara online melalui google form yang di isi oleh responden secara langsung. Metode analisis data yang digunakan pada penelitian ini adalah analisis regresi linear berganda, Uji Hipotesis melalui Uji F dan Uji t. Pengujian Hipotesis menggunakan uji t menunjukan bahwa kedua variabel independen yang diteliti yaitu segmentasi demografis dan segmentasi psikografis terbukti berpengaruh positif dan signifikan terhadap variabel dependen keputusan pembelian. Kemudian hasil analisis menggunakan uji F dapat diketahui bahwa kedua variabel independen yaitu segmentasi demografis dan segmentasi psikografis secara bersama-sama berpengaruh signifikan terhadap variabel dependen yaitu keputusan pembelian.

 

Kata Kunci: Segmentasi Demografis, Segmentasi Psikografis, Keputusan Pembelian

 

Abstract

This study aims at finding out how much the influence of demographic segmentation and psychographic segmentation factors on Purchase decisions at 3second store in Palu. The sample of this study was taken from 60 respondents by using a non-probability sampling technique. The data was taken by using the method of observation, interviews, and questionnaires which was distributed online through google form and filled by the respondents directly. The data analysis method was used multiple linear regression analysis, hypothesis testing through F test and t test. The result of hypothesis testing by using the t test shows that the two independent variables studied, which were demographic segmentation and psychographic segmentation have a positive and significant effect on the dependent variable of Purchase decisions. On the other hand, the hypothesis testing by using f test indicates the same result which were the independent variables, demographic segmentation and psychographic segmentation were both together have a significant effect towards the dependent variable.

 

Keywords: Demographic Segmentation, Psychographic Segmentation, Purchase Decision.


Keywords


Segmentasi Demografis, Segmentasi Psikografis, Keputusan Pembelian

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DOI: https://doi.org/10.22487/jimut.v9i2.322

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e-ISSN: 2443-3578
p-ISSN: 2443-1850

Contact Person:
Juliana Kadang: [email protected]