Pengaruh Gaya Hidup Dan Variasi Produk Terhadap Keputusan Pembelian Sepatu Futsal Merek Mills Di Kota Depok

Abstract

This study aims to analyze the influence of lifestyle and product variety on purchasing decisions of Mills futsal shoes in Depok City, both partially and simultaneously. This research employed a quantitative method with data collected through questionnaires distributed to 100 respondents who are consumers of Mills futsal shoes in Depok City, selected using purposive sampling technique. The collected data were analyzed using multiple linear regression analysis with the assistance of SPSS version 30. The results of this study indicate that: (1) Lifestyle (X1) has a positive and significant partial influence on Purchasing Decisions (Y), evidenced by the t-value of 2.587 > t-table of 1.98472 and a significance value of 0.011 < 0.05; (2) Product Variety (X2) does not have a positive and significant partial influence on Purchasing Decisions (Y), evidenced by the t-value of 1.119 < t-table of 1.98472 and a significance value of 0.266 > 0.05; (3) Lifestyle and Product Variety simultaneously have a positive and significant influence on Purchasing Decisions (Y), evidenced by the F-value of 3.956 > F-table of 3.09 and a significance value of 0.022 < 0.05. The coefficient of determination (R Square) of 0.075 indicates that both independent variables are able to explain 7.5% of the variation in Purchasing Decisions, while the remaining 92.5% is influenced by other factors outside the research model.