PENGARUH BRAND AWARENESS, GAYA HIDUP DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN ROKOK SAMPOERNA MILD PADA MASYARAKAT KOTA SUNGAI PENUH

FASHA, FIKRI HAEKAL (2026) PENGARUH BRAND AWARENESS, GAYA HIDUP DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN ROKOK SAMPOERNA MILD PADA MASYARAKAT KOTA SUNGAI PENUH. PENGARUH BRAND AWARENESS, GAYA HIDUP DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN ROKOK SAMPOERNA MILD PADA MASYARAKAT KOTA SUNGAI PENUH. (Unpublished)

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Abstract

ABSTRACT This study aims to analyze the influence of brand awareness, lifestyle, and customer satisfaction on the purchasing decisions of Sampoerna Mild cigarettes among the people of Sungai Penuh City. These three variables were selected because they are considered to play an important role in encouraging consumers to make purchasing decisions, especially for cigarette brands that are highly sensitive to brand preferences, lifestyle patterns, and user experience. The research method used is a quantitative approach with multiple regression analysis techniques. Data were collected through questionnaires distributed to respondents who are Sampoerna Mild cigarette users. The data were analyzed to determine the simultaneous and partial effects of each independent variable on the dependent variable. The results show that brand awareness and lifestyle have a significant simultaneous effect on purchasing decisions, while customer satisfaction does not have a significant effect on purchasing decisions. Based on the data analysis using multiple linear regression, t-test, F-test, and coefficient of determination, the conclusions are as follows: Brand Awareness has a significant effect on Purchasing Decisions. This is evidenced by the t-value of Brand Awareness (3.280), which is greater than the t-table value (1.665), and a significance value of 0.003, which is less than 0.050. This means that H0 is rejected and H1 is accepted. Lifestyle has a significant effect on Purchasing Decisions. This is evidenced by the t-value of Lifestyle (2.796), which is greater than the t-table value (1.665), and a significance value of 0.010, which is less than 0.050. This means that H0 is rejected and H1 is accepted. Customer Satisfaction does not have a significant effect on Purchasing Decisions. This is evidenced by the t-value (-0.639), which is less than the t-table value (1.665), and a significance value of 0.528, which is greater than 0.050. This means that H0 is accepted and H1 is rejected.1 Keywords:Brand Awareness, Lifestyle, Cusromer Satisfaction, Purchase Decision ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, gaya hidup, dan kepuasan pelanggan terhadap keputusan pembelian rokok Sampoerna Mild pada Masyarakat kota Sungai Penuh. Ketiga variabel tersebut dipilih karena dianggap memiliki peran penting dalam mendorong konsumen mengambil keputusan pembelian, terutama pada merek rokok yang sangat sensitif terhadap preferensi brand, pola hidup, dan pengalaman penggunaan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis regresi berganda. Data diperoleh melalui penyebaran kuesioner kepada responden pengguna rokok Sampoerna Mild dan dianalisis untuk mengetahui seberapa besar pengaruh simultan maupun parsial dari masing-masing variabel bebas terhadap variabel terikat. Hasil penelitian menunjukkan bahwa brand, gaya hidup, berpengaruh secara signifikan secara simuktan dan kepuasan pelanggan secara simultan tidak berpengaruh signifikan terhadap keputusan pembelian. Berdasarkan hasil analisis data melalui uji regresi linier berganda, uji t, uji F, serta koefisien determinasi, maka diperoleh beberapa kesimpulan sebagai berikut: Brand Awareness berpengaruh signifikan terhadap Keputusan Pembelian ini dibuktikan dengan nilai t hitung Brand Awareness = 3,280 > t tabel = 1,665 serta nilai signifikan 0,003 < 0,050. Artinya H0 ditolak H1 diterima.Gaya Hidup berpengaruh signifikan terhadap Keputusan Pembelian ini dibuktikan dengan bahwa nilai t hitung Gaya Hidup = 2,796 > t tabel = 1,665 serta nilai signifikan 0,010 < 0,050. Artinya H0 ditolak H1 diterima. Kepuasan Pelanggan tidak berpengaruh signifikan terhadap Keputusan Pembelian ini dibuktikan dengan nilai t hitung Gaya Hidup = -0,639 < t tabel = 1,665 serta nilai signifikan 0,528 > 0,050. Artinya H0 diterima H1 ditolak. Kata Kunci: Brand Awareness, Gaya Hidup, Kepuasan Pelanggan, Keputusan Pembelian

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