PENGARUH QUALITY PRODUCT, CUSTOMER EXPERIENCE DAN LIFE STYLE TERHADAP KEPUTUSAN PEMBELIAN DI NOKA EXPERIENCE

Wirya Putri, Sarah (2026) PENGARUH QUALITY PRODUCT, CUSTOMER EXPERIENCE DAN LIFE STYLE TERHADAP KEPUTUSAN PEMBELIAN DI NOKA EXPERIENCE. PENGARUH QUALITY PRODUCT, CUSTOMER EXPERIENCE DAN LIFE STYLE TERHADAP KEPUTUSAN PEMBELIAN DI NOKA EXPERIENCE. (Unpublished)

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Abstract

ABSTRAC This study aims to examine the effect of Product Quality, Customer Experience, and Lifestyle on Purchase Decision, with a case study at Noka Experience. The sampling technique used in this research was convenience sampling, defined as a method adopted by researchers to collect market research data from a group of respondents, totaling 80 participants. Data were collected through questionnaires using a Likert scale and analyzed using quantitative methods, including validity and reliability tests, descriptive analysis, and path analysis. Data processing was conducted using SPSS version 24 for Windows. The data analysis techniques included multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results indicate that Product Quality, Customer Experience, and Lifestyle have a positive effect on Purchase Decision. Based on the partial test (t-test), Product Quality has a positive but not significant effect on Purchase Decision, with a coefficient value (B) of 0.380, a t-value of 3.341, and a significance value greater than 0.05. Customer Experience has a positive and significant effect on Purchase Decision, with a coefficient value (B) of 0.380, a t-value of 3.362, and a significance value of 0.001 (< 0.05). Meanwhile, Lifestyle has a positive but not significant effect on Purchase Decision, with a coefficient value (B) of 0.237, a t-value of 1.862, and a significance value of 0.066 (> 0.05). The simultaneous test (F-test) shows that Product Quality, Customer Experience, and Lifestyle jointly have a significant effect on Purchase Decision, as indicated by an F-value of 80.936 with a significance level of 0.000 (< 0.05). Keywords: Product Quality, Customer Experience, Lifestyle, Purchase Decision ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Quality Produt, Customer Experience, Dan Life Style terhadap Keputusan pembelian studi kasus Noka Experience. Sampel dalam penelitian ini adalah convience sample didefinisikan sebagai metode yang diadopsi oleh peneliti di mana mereka mengumpulkan data riset pasar dari kumpulan responden yang berjumlah 80 orang. Data dikumpulkan melalui kuesioner dengan skala Likert yang dianalisis dengan metode kuantitatif seperti uji validitas dan reliabilitas, analisis deskriptif dan path analysis dengan pengolahan data menggunakan SPSS 24 for windows. Analisis data yang digunakan meliputi regresi linear, uji t, uji f, dan koefisien determinasi. Hasil penelitiaan menunjukan bahwa Quality Product berpengaruh Positif terhadap Keputusan pembelian, selain itu terdapat Pengaruh Positif antra Customer Experience terhadap Keputusan pembelian, sedangkan Life Style berpengaruh positif terhadap Keputusan Pembelian. Berdasarkan hasil Uji T dan Uji F Tidak terdapat pengaruh signifikan antara Quality Product terhadap Keputusan Pembelian dengan Nilai B = 0,380 , t = 3,341, dan nilai signifikan (0,001 > 0,05) Terdapat pengaruh signifikan antara Customer Experience terhadap Keputusan Pembelian di karenakan Nilai B = 0,380, t = 3,362 dan signifikan = 0,001 (< 0,05) Tidak terdapat pengaruh signifikan antara Life Style terhadap Keputusan Pembelian dikarenakan Nilai B = 0,237, t = 1,862, dan signifikan = 0,066 (> 0,05) Terdapat pengaruh secara simultan antara Quality Product, Customer Experience Dan Life Style Terhadap Keputusan Pembelian dikarenakan F hitung sebesar 80,936 dengan nilai signifikansi 0,000 < 0,05. Kata Kunci : Quality Product, Customer Experience, Life Style, Keputusan Pembelian

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