PENGARUH GAYA HIDUP, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDBODY LOTION VASELINE (PADA PENGGUNA HANDBODY LOTION VASELINE KOTA KENDARI)

Abstrak

This study aims to; (1) determine the influence of lifestyle on purchasing decisions for Handbody Lotion Vaseline; (2) determine the influence of brand image on purchasing decisions for Handbody Lotion Vaeline; (3) determine the influence of product quality on purchasing decisions for Handbody Lotion Vaseline; (4) determine the influence of lifestyle, brand image and product quality on purchasing decisions for Handbody Lotion Vaseline. The population of this study were consumers who had purchased Handbody Lotion Vaeline, the number of which was unknown. The sample in this study was 95 respondents. The data collection method in this study used a questionnaire. This study used multiple linear analysis. The results of this study indicate that: (1) lifestyle has a positive and significant effect on purchasing decisions for Handbody Lotion Vaseline; (2) brand image has a positive and significant effect on purchasing decisions for Handbody Lotion Vaseline; (3) product quality has a positive and significant effect on purchasing decisions for Handbody Lotion Vaseline; (4) lifestyle, brand image and product quality simultaneously have a positive and significant effect on purchasing decisions.

Kata kunci

• Brand Image
• Product Quality
• lifestyle
• purchasing decision