PENGARUH GAYA HIDUP ISLAMI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MIE SAMYANG PADA MAHASISWA S1 EKONOMI ISLAM UNIVERSITAS NEGERI SURABAYA ANGKATAN 2018 – 2020

THE EFFECT OF ISLAMIC LIFESTYLE AND PRICE ON PURCHASING DECISIONS FOR SAMYANG NOODLES IN ISLAMIC ECONOMICS UNDERGRADUATE STUDENTS, STATE UNIVERSITY OF SURABAYA, 2018 – 2020.

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh gaya hidup islami dan harga terhadap keputusan pembelian mie samyang pada mahasiswa S1 Ekonomi Islam Universitas Negeri Surabaya angkatan 2018 – 2020. Penelitian ini menggunakan metode asosiatif kausal dengan pendekatan kuantitatif deskriptif. Variabel yang digunakan adalah gaya hidup islami (X1), harga (X2), dan keputusan pembelian (Y). Populasi dari penelitian ini adalah mahasiswa S1 Ekonomi Islam Universitas Negeri Surabaya dari angkatan 2018 sampai 2020. Data yang peneliti gunakan merupakan data primer dengan pengumpulan data melalui kuisioner online via google form yang kemudian didistribusikan melalui media sosial. Jawaban responden diukur dengan skala likert. Hasil penelitian ini menunjukkan, bahwa gaya hidup islami danharga berpengaruh positif dan signifikan terhadap keputusan pembelian mie samyang pada mahasiswa S1 Ekonomi Islam Universitas Negeri Surabaya angkatan 2018 – 2020. Nilai koefisien determinasi (R²) yaitu 0.739 yang berarti variabel gaya hidup islami dan harga memiliki persentase pengaruh 73.9% terhadap variabel keputusan pembelian mie samyang pada mahasiswa S1 Ekonomi Islam Universitas Negeri Surabaya, sisanya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. 

Kata Kunci: Gaya hidup islami, harga, keputusan pembelian, mie samyang

The purpose of this study was to determine the effect of Islamic lifestyle and price on purchasing decisions for samyang noodles in Islamic Economics undergraduate students, State University of Surabaya, 2018 – 2020. This study used a causal associative method with a descriptive quantitative approach. The variables used are Islamic lifestyle (X1), price (X2), and purchasing decisions (Y). The population of this study were undergraduate students of Islamic Economics, State University of Surabaya from class 2018 to 2020. The data that the researcher used was primary data by collecting data through online questionnaires via google forms which were then distributed through social media. Respondents' answers were measured using a Likert scale. The results of this study indicate that the Islamic lifestyle and price have a positive and significant effect on purchasing decisions for samyang noodles for undergraduate students of Islamic Economics, State University of Surabaya, class of 2018 - 2020. The value of the coefficient of determination (R²) is 0.739, which means that the variables of Islamic lifestyle and price have a percentage the influence of 73.9% on the purchasing decision variables of samyang noodles in S1 students of Islamic Economics, State University of Surabaya, the rest is influenced by other variables not examined in this study.

Keywords: Islamic lifestyle, price, purchasing decision, samyang noodle