PENGARUH KERAGAMAN PRODUK DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN MERCHANDISE ANIME PADA MAHASISWA UNIVERSITAS SAM RATULANGI

Abstract

This research aims to determine The Influence of Product Diversity and Lifestyle on the Decision to Purchase Anime Merchandise among Sam Ratulangi University Students.Data collection was carried out using questionnaires. This research uses a purposive sampling technique, this research takes a sample of 50 respondents from consumers who have purchased anime merchandise at Shopee. The variables used in this research are product diversity (XI), Lifestyle (X2) and Purchase Decision (Y). This research uses descriptive statistical analysis techniques which include validity testing, reliability testing, classical assumption testing, hypothesis testing and multiple linear analysis using the SPSS 23 for Windows program. The results of this research show that all variables are valid and reliable, there is no multicollinearity, and there is no heteroscedasticity and the variable model meets the assumption of normality, product diversity has no partial influence on purchasing decisions and lifestyle has a partial influence on purchasing decisions but product diversity and lifestyle have an influence. simultaneously significant to purchasing decisions.