The Influence Of Product Quality, Price, Product Design, And Influencers On Smartphone Purchase Decisions Of Transsion Products

Journal: Preferensi: Journal of Marketing and Business

Publication: 2026-03-20

DOI: 10.67983/preferensi.v1i1.98

Abstract

Purpose: This study aims to analyze the effects of lifestyle and the thrifting phenomenon on students’ shopping decisions in the Management Study Program at Universitas Graha Karya Muara Bulian.
Design/methodology/approach: This study employed a quantitative descriptive research design using multiple linear regression analysis. The independent variables were lifestyle (X1) and the thrifting phenomenon (X2), while students’ shopping decisions (Y) served as the dependent variable.
Findings: The results indicate that lifestyle (X1) has a positive and significant effect on students’ shopping decisions, with a t-value of 3.103 and a significance level of 0.004 < 0.05. In contrast, the thrifting phenomenon (X2) does not have a significant effect on students’ shopping decisions, with a t-value of 0.960 and a significance level of 0.344 > 0.05. Simultaneously, lifestyle and the thrifting phenomenon significantly affect students’ shopping decisions, as indicated by an F-value of 10.573 > 3.26 and a significance level of 0.000 < 0.05. The adjusted coefficient of determination (Adjusted R²) of 0.335 indicates that lifestyle and the thrifting phenomenon jointly explain 33.5% of the variance in students’ shopping decisions, while the remaining 66.5% is explained by other factors outside the scope of this study.
Research implications: This study suggests that students should make more prudent shopping decisions by considering their actual needs and the benefits of the products they purchase. For thrift business owners, the findings highlight the importance of leveraging students’ lifestyle trends and developing marketing strategies that align with the characteristics and preferences of young consumers to encourage more effective purchasing decisions