Wardatul, Isnainih (2024) PENGARUH PENDAPATAN, HARGA, PROMOSI DAN GAYA HIDUP TERHADAP TINGKAT KONSUMSI PELAKU UMKM MELALUI BUDAYA DIGITAL (Studi: Desa Tangsil Kulon Kecamatan Tenggarang Kabupaten Bondowoso). Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This research aims to determine the influence of income, prices, promotions and lifestyle through digital culture as an intervening variable on the consumption level of micro, small and medium enterprises in Tangsil Kulon Village, Tenggarang District, Bondowoso Regency. The population of this research is micro, small and medium enterprise actors in Tangsil Kulon Village, Tenggarang District, Bondowoso Regency using the Clustered Sampling sampling technique, where the sample size is 81 respondents. The data processing method uses the path analysis method with the help of the SPSS 25 analysis tool. The results of the research show that in sub-structure regression testing 1 variableincome and lifestyle influence digital culture, while price and promotion variables have no influencedigital culture. In sub-structural regression testing, 2 income and price variables also influence consumption levels. Promotion and lifestyle variables have no effect on consumption levels. In the Sobel test, the results also showed that lifestyle variables had an influence on consumption levels through digital culture, whereas in income, price and promotion variables have no effect on the level consumption through digital culture Keywords: Income, Price, Promotion, Lifestyle, Digital culture and Consumption level

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	EKONOMI PEMBANGUNAN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 12:42
Last Modified:	10 Feb 2025 12:42
URI:	http://repo.itsm.ac.id/id/eprint/1272

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