Riset Mengenai Minat Beli Rokok Elektrik

In the content contained in conventional cigarettes (tobacco) many negative effects obtained by users. With this, a transition phenomenon occurs when conventional smokers (tobacco) turn to e-cigarettes. Broadly speaking, interest in buying electric cigarettes aims to get two functions, namely to meet the needs (utilitarian) and meet the desires / satisfaction (hedonists). The study, entitled Research on Purchase Interest, aims to determine the effect of hedonic values and utilitarian values on the interest in buying electric cigarettes. This research is quantitative research. The population in this study were students of the University of Muhammadiyah Surakarta who used electric cigarette products. The number of samples in this study were 120 respondents, the method of data collection using non probability sampling with the type of purposive sampling where researchers determine the sampling by providing certain criteria. The data collection method uses a questionnaire. Data analysis techniques in this study were validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, model accuracy (F test), hypothesis testing (t test) and determination test (R2). The results showed that the hedonic and utilitarian values significantly influence the interest in buying electric cigarettes