SIKAP KONSUMEN DAN GAYA HIDUP MAHASISWA DALAM KEPUTUSAN PEMBELIAN PRODUK FASHION MELALUI MINAT BELI

Abstract

Keputusan pembelian produk fashion mahasiswa dalam memenuhi kebutuhan kurang rasional karena mahasiswa selalu memprioritaskan membeli produk fashion setiap bulan. Keputusan pembelian terjadi ketika mahasiswa melihat produk fashion yang dirasa cocok selalu ada dorongan kuat untuk segera membelinya. Pembelian produk fashion mahasiswa tidak hanya untuk memenuhi kebutuhan tetapi juga untuk memenuhi keinginan gaya hidupnya, sehingga keputusan pembelian produk fashion mahasiswa menjadi konsumtif. Tujuan dari penelitian ini untuk mengetahui sikap konsumen dan gaya hidup mahasiswa dalam melakukan keputusan pembelian produk fashion melalui minat beli menggunakan pendekatan kuantitatif. Sampel penelitian sebanyak 239 mahasiswa program studi Akuntansi Fakultas Ekonomi dan Bisnis UDINUS Semarang. Teknik pengambilan sampel menggunakan proportionate stratified random sampling. Hasil penelitian didapatkan ada pengaruh sikap konsumen, gaya hidup dan minat beli terhadap keputusan pembelian produk fashion secara langsung maupun tidak langsung melalui minat beli sebagai variabel intervening. Variabel gaya hidup mempunyai pengaruh paling tinggi terhadap keputusan pembelian produk fashion mahasiswa sehingga menunjukkan tingginya pembelian produk fashion dilingkungan mahasiswa. Student buying decision of fashion products to fill their needs are rational less because students always prioritize to buying fashion products every month. Buying decision occurs when students look a product that their want and appear a strong urge to buy it immediately. Student fashion product purchases not only to fill needs but also to fill their lifestyle desire, so that student buying decisions of fashion product become consumptive. The purpose of this study to determine consumer attitudes and lifestyle of students in making buying decisions of fashion products through buying interest using a quantitative approach. The research sample as many as 239 students of the Faculty of Economics and Business Accounting UDINUS Semarang. The sampling technique using proportionate stratified random sampling. The result showed ther are no influence consumer attitudes, lifestyles and buying interest on purchasing decisions fashion products directly and indirectly through buying interest as an intervening variable. Lifestyle variables have the highest impact on product purchasing decisions so that the student fashion show high fashion product purchase in student circle.