Keputusan Pembelian Smartphone Ditinjau dari Kebutuhan dan Gaya Hidup Mahasiswa Fakultas Ekonomi dan Bisnis di Universitas Dharma Andalas

ABSTRACT This study aims to determine of smartphone purchasing decisions in terms of the human needs and lifestyles of students the Faculty of Economics and Business, Dharma Andalas University. Population in this study was 405  and the sample used in this study were 201 respondents by technique proportional sampling allocation using the Slovin formula. Data collection techniques using documentation studies and surveys in the form of a questionnaire obtained through field research. Variables dependent in the research is purchase decisions (Y) and independent variables are need (X1) and lifestyle (X2). Data analysis uses multiple linear regression analysis by previously conducting pilot tests and classic assumption tests. Research hypothesis was tested partially and simultaneously at a significance level of 5%. All variables fulfill the instrument test and classical assumption test. The results of the linear regression equation are Y = Y = 3,610 + 0.141Keb + 0. 472GH. he hypothesis partially and simultaneously show that the needs and lifestyle have a significant positive effect on smartphone purchasing decisions FEB student at Andalas University at the significance level of 5%. Correlation of needs and lifestyle with smartphone purchasing decisions are 0.768 and lifestyle needs and able to explain smartphone purchasing decisions of FEB students at Dharma Andalas University by 58.6% while the remaining 41.4% is explained by other variables not included in the research model. ABSTRAK             Penelitian ini bertujuan untuk mengetahui pengaruh keputusan pembelian smartphone ditinjau dari kebutuhan dan gaya hidup mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas. Populasi penelitian sebanyak 405 orang dan sampel 201 orang dengan teknik pengambilan sampel  secara alokasi proporsional sampling menggunakan rumus Slovin.  Teknik pengumpulan data menggunakan studi dokumentasi dan survei  berupa kuesioner diperoleh melalui  field research.Variabel terikat penelitian keputusan pembelian (Y) dan variabel bebas kebutuhan (X1) serta gaya hidup (X2). Sebelum data dianalisis terlebih dahulu dilakukan uji instrumen uji instrumen dan uji asumsi klasik . Setelah memenuhi  dilanjutkan analisis regresi linier berganda. Hipotesis penelitian diuji secara parsial dan simultan pada tingkat signifikansi 5%. Semua variabel penelitian memenuhi hasil uji instrumen dan hasil uji asumsi klasik sehingga  hasil persamaan regresi linier beganda Y = Y = 3.610 + 0.141Keb + 0. 472GH   Hasil pengujian hipotesis secara parsial dan simultan menunjukkan bahwa kebutuhan dan gaya hidup berpengaruh positif signifikan terhadap keputusan pembelian smartphone mahasiswa FEB Universitas Dharma Andalas pada tingkat signifikansi 5%. Korelasi kebutuhan dan gaya hidup dengan keputusan pembelian smartphone sedang 0.768 serta kebutuhan dan gaya hidup mampu menjelaskan keputusan pembelian smartphone mahasiswa FEB Universitas Dharma Andalas sebesar58,6% sedangkan sisanya 41,4% dijelaskan oleh variabel lain yang tidak termasuk ke dalam model penelitian