The Influence Of Lifestyle And Grabfood Promos On Student Purchase Decisions Case Study Of Stie Mandala Students In Jember

Abstract

This study aims to determine and analyze the effect of lifestyle and GrabFood promos on student purchasing decisions (case study of STIE Mandala students in Jember). The population in this study were all students of STIE Mandala in Jember. The sample used was 30 respondents from semester 2 and above who had used the GrabFood service at least 2 times. The sampling technique used is purposive sampling. The analysis method uses multiple linear regression analysis with the help of SPSS 25. The tests used are data instrument test (validity test and reliability test), classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, coefficient of determination (R2), test the hypothesis (t test and f test). The results of this study indicate that partially lifestyle has no significant effect on students’ purchasing decisions, partially promos have a significant effect on student purchasing decision. Simultaneously, lifestyle and promotions have a significant effect on student purchasing decisions.