PENGARUH GAYA HIDUP DAN PREFERENSI MASYARAKAT TERHADAP KEPUTUSAN PEMBELIAN MAKANAN PADA BULAN RAMADHAN

(STUDI PADA MASYARAKAT KECAMATAN SUMBAWA)

Authors

  • Muhammad Dino Fakultas Ekonomi & Bisnis
  • Fendy Maradita Universitas Teknologi Sumbawa

Abstract

This study aims to examine the influence of lifestyles and people's preferences on food purchasing decisions in the month of Ramadan in the people of Sumbawa. The sampling technique used is purposive sampling. The research sample is 96 respondents who have fulfilled the requirements in the research. This study has two hypotheses, the first is the direct influence of lifestyle on food purchasing decisions in Ramadan, and the second is the direct effect of preferences on food purchasing decisions in Ramadan. The data analysis used was multiple linear regression and was processed using the SPSS program. The results of this study indicate that lifestyle does not directly influence food purchasing decisions, and preferences do influence purchasing decisions.

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Published

2023-08-07

How to Cite

Dino, M., & Fendy Maradita. (2023). PENGARUH GAYA HIDUP DAN PREFERENSI MASYARAKAT TERHADAP KEPUTUSAN PEMBELIAN MAKANAN PADA BULAN RAMADHAN : (STUDI PADA MASYARAKAT KECAMATAN SUMBAWA). Proceeding Of Student Conference, 1(4), 221–227. Retrieved from http://conference.uts.ac.id/index.php/Student/article/view/787

Issue

Vol. 1 No. 4 (2023): Symposium of Economics and Business

Section

Artikel

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