ANALISIS PENGARUH PRODUCT QUALITY, PRODUCT INNOVATION, PRICE, SOCIAL MEDIA DAN LIFESTYLE TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION PADA KONSUMEN MCDONALDS DI KOTA SAMARINDA --

ABSTRACT
The purpose of this paper is to analyze the effect of product quality, product innovation, price, social media and lifestyle on purchase decisions through purchase intentions for McDonalds consumers in Samarinda. This paper uses a quantitative approach using path analysis processed with IBM SPSS Statistic V 23 and Structural Equation Modeling (SEM) software with IBM AMOS V 5 software. Used sample of 120 people taken from a number of McDonalds consumers in Samarinda. Scale measurement using Likert scale with a score of 1 - 5. In this study also tested the validity and reliability test, then carried out further test of estimation and structural test fit model.
Based on structural models we found that Product Quality, Price, Social Media and Lifestyle have a significant effect on Purchase Intention; Product Quality, Product Innovation, Social Media and Purchase Intention have a significant effect on Purchase Decisions; Product Innovation has no significant effect on Purchase Intention, Price and Lifestyle has no significant effect on Purchase Decision.
Keywords : Product Quality, Product Innovation, Price, Social Media, Lifestyle, Purchase Intention, Purchase Decision, McDonalds.
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ABSTRAK
Penelitian ini bertujuan untuk menganalisa pengaruh product quality, product innovation, price, social media dan lifestyle terhadap purchase decision melalui purchase intention pada konsumen McDonalds di Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini menggunakan sampel sebanyak 120 orang yang diambil dari sejumlah konsumen McDonalds di Samarinda. Skala pengukuran menggunakan skala Likert dengan skor 1 - 5. Dalam penelitian ini juga dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Product Quality, Price, Social Media dan Lifestyle berpengaruh signifikan terhadap Purchase Intention; Product Quality, Product Innovation, Social Media dan Purchase Intention berpengaruh signifikan terhadap Purchase Decision; Product Innovation berpengaruh tidak signifikan terhadap Purchase Intention, Price dan Lifestyle berpengaruh tidak signifikan terhadap Purchase Decision.
Keywords : Product Quality, Product Innovation, Price, Social Media, Lifestyle, Purchase Intention, Purchase Decision, McDonalds.