Influence of Hedonist Behavior and Utilitarian Behavior toward Purchasing Decision on Oriflame Cosmetic Products at Politeknik Negeri Batam Business Management Department
- 10.2991/icaess-19.2019.46How to use a DOI?
- Purchasing decisions; Hedonic behavior; Utilitarian behavior; Behavior
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.
- © 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/).
Cite this article
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 -