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Analisis Keputusan Mahasiswa dalam Menggunakan Vape melalui Pengetahuan Produk, Group Reference dan Harga

Year: 2025

Type: article

Abstract: Electronic cigarettes (vapes) have transformed the consumption habits of millennials, shifting from traditional smokes to a contemporary alternative. University students, who are the primary consumers of conventional cigarettes and vapes, evaluate multiple factors while choosing a vape product. Factors impacting students' use of vapes include product knowledge, peer influence, and cost. This research utilises a descriptive quantitative methodology by administering questionnaires to 100 university students in Mataram City. The gathered data is subsequently analysed utilising SPSS version 21. The findings demonstrate that Product Knowledge and Group Reference exert a positive and significant impact on students' decisions to utilise vapes. Simultaneously, price exerts a negligible and inconsequential influence on students' choices to utilise vapes.

Source: SCIENTIFIC JOURNAL OF REFLECTION Economic Accounting Management and Business

DOI: 10.37481/sjr.v8i2.1066

Authors: I Made Mangku Arsana, Ika Yuliana, Putri Amalia Wardi, L. Jatmiko Jati, Baiq Nadia Nirwana

Institution: Universitas Bumigora

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

OpenAlex ID: W4410705654

FWCI:

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