PENGARUH SIKAP, MOTIVASI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN TUPPERWARE

Abstract

This study aims to determine the effect of attitudes, motivations and lifestyles on purchasing decisions for Tupparware in the community of Duri Timur Village, Mandau District, Bengkalis Regency, Riau Province. The type of research used is quantitative. The population used in this study were residents of the East Duri Village who had purchased a tupperware product with a sampling technique using the purposive sampling method, totaling 96 respondents. The data analysis technique used in this research is multiple linear regression analysis. The results of this study indicate that the Attitude (X1), Motivation (X2) and Lifestyle (X3) variables affect the Tupparware Purchase Decision in the Duri Timur Village. The results of the coefficient of determination (R²) show that the magnitude of the influence of the three independent variables together on the dependent variable is 68.1% and the remaining 31.9% are other variables which is not examined in the research.