ANALISIS PERSEPSI KONSUMEN, GAYA HIDUP DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KERAJINAN TAS ANYAM PLASTIK (STUDI KASUS PADA KONSUMEN UMKM UD.SIDO MULYO)

This study aims to determine how consumer perceptions, lifestyles, and consumer attitudes influence purchasing decisions for plastic woven bags. The approach method used is quantitative method in this research. The population used as this research is all consumers who buy about plastic woven bags with an unknown number with certainty. The sample number is 96 respondents. Data collection is done by giving questionnaires to respondents. The results of the study show: (1) Consumer Perception has a positive influence with a significance of 0.002 on purchasing decisions (2) Lifestyle has a positive influence with a significance of 0.003 on purchasing decisions. (3) Consumer Attitudes have a positive influence with a significance of 0.001 on purchasing decisions. (4) Consumer Perceptions, Lifestyle and Consumer attitudes simultaneously (simultaneously) on purchasing decisions by 39.1%, the remaining 60.9% is influenced by other variables outside the study.
Keywords: Consumer Perceptions, Lifestyle, Consumer Attitudes, Purchasing Decisions