Pengaruh Gaya Hidup Terhadap Perilaku Konsumen Pada Generasi Milenial Di Era Pandemi Covid-19 Dengan Pengetahuan Ekonomi Sebagai Variabel Moderasi
Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh gaya hidup terhadap perilaku konsumen dengan pengetahuan ekonomi sebagai variabel moderasi. Responden pada penelitian ini adalah para generasi milenial yang ada di Sumatera Selatan. Penelitian ini menggunakan metode unknown populations. Responden berjumlah 100 orang. Hipotesis pertama menunjukkan nilai F Hitung = 23,417 dengan signifikansi 0.000 < 0.05, nilai koefisiennya 0.632. Hal ini menunjukkan terdapat pengaruh positif dan signifikan variabel gaya hidup terhadap perilaku konsumen. Hipotesis kedua menunjukkan nilai R Square pertama 0.193 dan R Square kedua 0.394. Hal ini menunjukkan pengetahuan ekonomi merupakan variabel yang dapat memoderasi pengaruh gaya hidup terhadap perilaku konsumen.
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