PENGARUH GAYA HIDUP DAN PROMOSI TERHADAP PROSES KEPUTUSAN PEMBELIAN MENGGUNAKAN DOMPET DIGITAL OVO di Janji Jiwa Citywalk

Abstract

The Impact of Lifestyle and Promotion on the Purchasing Decision Process Using the OVO Digital
Wallet (Case Study on OVO Users at Coffee Shop Janji Jiwa Citywalk) Meti Sapitri,
CB117111202. In today's modern-day, technological advancement is extremely rapid. A digital
wallet is one of the most recent technological advancements. The rise of digital wallets has also
created a lot of competition, such as OVO. Two elements that influence purchasing decisions are
lifestyle changes resulting from globalization and various forms of promotion. One of the
businesses that accept OVO payments is Janji Jiwa Citywalk. The study aims to see if lifestyle and
promotion impact the purchasing decisions of OVO users at Janji Jiwa Citywalk. The method uses
in this study is a quantitative method with a descriptive approach. The sampling method is a nonprobability sampling approach with a sample of 94 respondents to OVO users at Janji Jiwa
Citywalk. The data are processed by multiple linear regression analysis using the SPSS version 26
application. The findings of this study show that lifestyle and promotions have an impact on
purchasing decisions. It can be seen from the results of the F test that the calculated F value is
greater than the F table (93,512 > 3.10), the value of Sig. is 0.000 < 0.05. This indicates that the
lifestyle variables (X1) and promotions (X2) have a positive and significant impact on the
purchasing decision process simultaneously (simultaneous) (Y). The multiple determination
coefficient (R2) shows that lifestyle and promotion have a 67.3% impact on the purchasing
decisions. The remaining 32.7% is influenced by other variables which not examined.