Influence of Hedonist Behavior and Utilitarian Behavior toward Purchasing Decision on Oriflame Cosmetic Products at Politeknik Negeri Batam Business Management Department

DOI

10.2991/icaess-19.2019.46How to use a DOI?

Keywords

Purchasing decisions; Hedonic behavior; Utilitarian behavior; Behavior

Abstract

This study aims to determine the effect of hedonic behavior and utilitarian behavior on purchasing decisions of Oriflame cosmetics products at Batam State Polytechnic business management students partially and simultaneously. This study uses a quantitative descriptive approach method using validity test, reliability test, normality test, autocorrelation test, multiple linear regression analysis, significance test t and significance test f. Tests were carried out using Statistical Package for the Statistical Package for the Social Science (SPSS ) version 20. The sample contained in this study amounted to 65 people. Based on the tests conducted it can be seen that hedonic behavior and utilitarian behavior partially influence purchasing decisions and together (simultaneous) hedonic behavior and utilitarian behavior influence the purchasing decision.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Maryani Septiana
PY  - 2019/12
DA  - 2019/12
TI  - Influence of Hedonist Behavior and Utilitarian Behavior toward Purchasing Decision on Oriflame Cosmetic Products at Politeknik Negeri Batam Business Management Department
BT  - Proceedings of the 1st International Conference on Applied Economics and Social Science (ICAESS 2019)
PB  - Atlantis Press
SP  - 112
EP  - 115
SN  - 2352-5398
UR  - https://doi.org/10.2991/icaess-19.2019.46
DO  - 10.2991/icaess-19.2019.46
ID  - Septiana2019/12
ER  -