PENGARUH KEMASAN, IKLAN, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN ROKOK GUDANG GARAM SURYA PADA MAHASISWA UNIVERSITAS SURAKARTA

Abstrak

The purpose of this study was to determine the influence of packaging, advertising, and lifestyle on the purchasing decision of Gudang Garam Surya cigarettes among students at Universitas Surakarta, either partially and simultaneously. This research is a quantitative research that collects data using a questionnaire and uses 100 respondents as a research sample. The analysis technique used is multiple linear regression analysis, t test (partial), F test (simultaneous), and the coefficient of determination (R²). Based on the t test, the packaging variable has a negative effect. Meanwhile, based on the t test and F test it is known that advertising and lifestyle variables partially and simultaneously have a positive and significant effect on the decision to purchase cigarettes at Surakarta University students. In this analysis technique, the coefficient of determination (R²) is 0.698. This shows that 69.8% of the decision to purchase Gudang Garam Surya cigarettes for Surakarta University students is influenced by independent variables, packaging, advertising, and lifestyle. While the remaining 30.2% is influenced by other variables not examined in this study.