PENGARUH KUALITAS PRODUK, GAYA HIDUP, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE TIK-TOK SHOP (Studi Pada Mahasiswa Program Studi Manajemen UNIBA Surakarta)

Abstract

The purpose of this study was to determine the effect of product quality, lifestyle, and service quality on purchasing decisions for e-commerce tick-tock shops in students of the UNIBA Surakarta management study program. Researchers used a descriptive quantitative approach. This research was conducted in Surakarta City. The chosen location is at the Surakarta Batik Islamic University. The time for research was adjusted to the search for information data needed by researchers for 3 months during March 2023 - May 2023. The population in this study was the total number of students in the Management Study Program at the Islamic University of Batik Surakarta, namely 584 students obtained from BAAK (Bureau of Academic and Student Administration). Because the population is more than 100 students, in this case the researcher took a sample of 20% of the total population, namely 584 students, so the calculation is 20/100 x 584 = 116. So, the number of respondents to be studied is 116 students. The author uses a purposive sampling technique. The results of this study indicate that based on the t test, the results of product quality, lifestyle, and service quality have a positive and significant effect on purchasing decisions for e-commerce tick-tock shops for students of the UNIBA Surakarta management study program. Based on the F test, it shows that product quality, lifestyle, and service quality have a simultaneous and significant effect on purchasing decisions for e-commerce tick-tock shops for students of the UNIBA Surakarta management study program.Keywords: Product Quality, Lifestyle, Quality of Service Purchasing Decisions.