THE EFFECT OF LIFESTYLE AND PRICES ON DECISIONS ON PURCHASE OF ORNAMENTAL PLANTS DURING COVID-19 PANDEMIC AT META NURSERY, MEDAN CITY

LIFESTYLE

This study aims to determine the effect of lifestyle and price on purchasing decisions for ornamental plants during the Covid-19 pandemic in the Meta nursery in Medan. The research method used is descriptive with a quantitative approach. The sample in this study was 98 consumers of Meta Nursery. The data analysis technique used multiple linear regression analysis, simultaneous significance test (F-test), partial significance test (t-test), and determination coefficient tests (R2). Based on the results of the t-test, it is known that the significance value of the lifestyle variable is 0.000 < from 0.05. It can be stated that the lifestyle variable partially has a significant effect on the purchasing decision. Furthermore, the variable of price had a significant value of 0.000 < 0.05, and it can be stated that the price variable has a significant effect on the purchasing decision variable. From the results of the F-test, it can be seen that the significance value of the lifestyle variable and the price variable is 0.000 < 0.05. It can be stated that the lifestyle variable and the price variable simultaneously have a significant effect on the purchasing decision. Based on the coefficient of determination using the Adjusted R Square value, it is known that the value of Adjusted R Square is 0.757. Thus the magnitude of the influence of lifestyle and price on purchasing decisions is 0.757 (75.70%), while the remaining 24.30 percent is influenced by other factors that are not examined in this study.

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