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YUSRAN SAPUTRA (2021). The influence of social media and lifestyle on purchasing decisions at the Issue Shop in the city of Makassar (supervised by Yana Fajriah and Rezki Arianty Akob)
This study aims to examine and analyze the influence of social media and lifestyle on purchasing decisions at the Issue Shop in the city of Makassar. Collecting data using primary data obtained from questionnaires using saturated sampling technique. The population is all consumers who shop at the Makassar Issue Shop for 2 weeks with a sample of 50 respondents. The results of the questionnaire have been tested for validity and reliability and have also tested classical assumptions in the form of normality, multicollinearity, and heteroscedasticity assumptions. The data analysis method uses multiple linear regression techniques with SPSS version 23 program.
Based on the results of the study, it can be seen that the results of the study indicate that the first hypothesis states that social media has a positive and significant effect on purchasing decisions at the Issue Shop Boungenville Makassar Branch and lifestyle has a positive and significant effect on purchasing decisions at the Issue Shop Bougenville Makassar Branch.
Keywords: Social Media, Lifestyle, Purchase Decision.