Pengaruh Gaya Hidup, Pengetahuan Konsumen, Persepsi Nilai, Dan Word Of Mouth Terhadap Keputusan Pembelian Sepeda Listrik Di Kota Banda Aceh
DOI:
https://doi.org/10.61930/jebmak.v5i2.1944
Keywords:
Gaya Hidup, Pengetahuan Konsumen, Persepsi Nilai, Word of Mouth, Keputusan PembelianAbstract
Penelitian ini bertujuan menganalisis pengaruh gaya hidup, pengetahuan konsumen, persepsi nilai, dan word of mouth terhadap keputusan pembelian sepeda listrik di Kota Banda Aceh. Penelitian menggunakan pendekatan kuantitatif dengan desain survei cross-sectional. Data diperoleh melalui kuesioner kepada 96 konsumen sepeda listrik dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa gaya hidup, pengetahuan konsumen, persepsi nilai, dan word of mouth secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Gaya hidup menjadi variabel paling dominan dengan nilai standardized beta sebesar 0,440, diikuti pengetahuan konsumen sebesar 0,356, persepsi nilai sebesar 0,212, dan word of mouth sebesar 0,161. Secara simultan, keempat variabel berpengaruh signifikan terhadap keputusan pembelian dengan nilai F sebesar 64,463 dan signifikansi <0,001. Nilai Adjusted R² sebesar 0,728 menunjukkan bahwa model menjelaskan 72,8% variasi keputusan pembelian.
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