Analisis Pengaruh Tren Gaya Hidup Terhadap Keputusan Pembelian Sport Watch (Studi Kasus Pada Masyarakat Kecamatan Bengkalis)

This study aims to analyze the influence of lifestyle trends on the purchasing decisions of sports watch among the people of Bengkalis District. The research employed a quantitative approach using an associative research design. The data were collected from 100 respondents in Bengkalis District who had purchased and used sports watch. The sampling technique used was Non-Probability Sampling with the Purposive Sampling method. Data were collected through observation, interviews, questionnaires, and literature review. The data were analyzed using IBM SPSS Statistics, including validity testing, reliability testing, classical assumption testing, simple correlation analysis, simple linear regression analysis, coefficient of determination analysis, and hypothesis testing (t-test). This study is expected to provide an overview of the influence of lifestyle trends on sports watch purchasing decisions among the people of Bengkalis District. The findings are expected to provide empirical evidence regarding the relationship between lifestyle trends and purchasing decisions, as well as serve as a reference for business practitioners in developing marketing strategies that align with changing consumer lifestyles.