PENGARUH GAYA HIDUP HEDONIS TERHADAP KEPUTUSAN PEMBELIAN PADA SMARTPHONE DI KALANGAN MAHASISWA STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI SURABAYA

Abstract

Handphone technology is now growing rapidly to be a smartphone, which is seen as a technology that reflects the lifestyle of the community. The consumer smartphone in Indonesia are now confronted with a variety of brand that allows users to access anything that suit their lifestyle needs. Every product of the brands has the advantage that differences both features and specifications. This phenomenon makes entrepreneurs aware of the business opportunities are promising. Smartphone companies tried to influence consumer purchase decisions by studying their lifestyle by producing smartphones according to their needs. The purpose of this study was to analyze and discuss the hedonistic lifestyle influences on purchase decisions smartphones among students.

The population in this study were students of the Faculty of Economics UNESA that using smartphones. The sampling method was non-probability sampling. Sample collection technique is purposive sampling. Data were analyzed using multiple linear regression. The results of multiple linear regression analysis showed the influence of hedonist lifestyle dimension to the purchasing decision which indicated the value of Adjusted R Square of 0.594, meaning the four dimensions influence of independent variables in this study are only able to influence the dependent variable of 59%. The result of F stating variable dimensions of hedonistic lifestyle  that Curiosity Development and Openness To Change, Self Improvement, Entertainment and Fun and Style Consumption jointly significant effect on purchasing decisions. The results of the t test hedonistic lifestyle dimensions stated above have partial significant influence on purchasing decisions.

Keywords: hedonistic lifestyle, purchasing decisions