PENGARUH GAYA HIDUP (LIFESTYLE) TERHADAP MINAT BERKUNJUNG KE DEKULTUR COFFEE PALEMBANG

ANGGRAENI, KARIN (2023) PENGARUH GAYA HIDUP (LIFESTYLE) TERHADAP MINAT BERKUNJUNG KE DEKULTUR COFFEE PALEMBANG. Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup (lifestyle) terhadap minat berkunjung ke Dekultur Coffee Palembang. Penelitian ini menggunakan pendekatan kuantitatif, dimana data dikumpulkan melalui riset lapangan dengan alat bantu kuesioner. Sampel dalam penelitian ini adalah pengunjung Dekultur Coffee sebanyak 100 orang dan teknik pengambilan sampel menggunakan non-probability purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear berganda (multiple linear regression) dengan bantuan program SPSS versi 26. Hasil penelitian menunjukkan bahwa secara parsial setiap dimensi gaya hidup, yaitu activity, interest, dan opinion memiliki pengaruh yang signifikan terhadap minat berkunjung (visit intention). Secara simultan setiap dimensi gaya hidup, yaitu activity, interest, dan opinion berpengaruh positif dan signifikan terhadap minat berkunjung ke Dekultur Coffee Palembang. Gaya hidup mempengaruhi minat berkunjung sebesar 85,1% dan sisanya sebesar 14,9% dipengaruhi oleh faktor lain. Analisis regresi menunjukkan nilai konstanta negatif sedangkan koefisien variabel activity, interest, dan opinion bernilai positif sehingga disimpulkan bahwa x1, x2, dan x3 berpengaruh positif terhadap minat berkunjung.

Item Type: Thesis (Other)
Uncontrolled Keywords: Gaya hidup, Minat Berkunjung, Dekultur Coffee
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Business Management > Undergraduate Theses
Depositing User: Mr Bambang Anthony
Date Deposited: 22 Jan 2024 04:17
Last Modified: 22 Jan 2024 04:17
URI: http://eprints.polsri.ac.id/id/eprint/14314

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