Meningkatkan Keputusan Pembelian pada Pasar Seni

Abstract

The purpose of this study was to determine the effect of hedonic shopping motive, shopping lifestyle, and sales promotion on purchasing decisions. This research was conducted at the Guwang Art Market in Guwang Village, Sukawati District, Gianyar Regency. The population in this study were all visitors to the Guwang Art Market throughout 2017 – 2019 as many as 791,146 people and the sample size was determined to be 100 people using the incidental sampling technique. Data was collected by means of observation, interviews, documentation, literature, and questionnaires which were measured using the five-choice Liekrt Scale. Validity and reliability tests were used as instrument tests. The classical assumption test was carried out with normality, multicollinearity, and heteroscedasticity tests. Validity and reliability tests were used as instrument tests. The classical assumption test was carried out with normality, multicollinearity, and heteroscedasticity tests. The data analysis technique used multiple linear regression analysis. The results of the study prove that the hedonic shopping motive, shopping lifestyle, and promotions have a positive and significant impact on purchasing decisions partially and simultaneously.