KEPUTUSAN PEMBELIAN DITINJAU DARI KUALITAS PRODUK, LIFE STYLE DAN BRAND IMAGE (STUDI KASUS PRODUK KOSMETIK WARDAH PADA MITRA SWALAYAN SUKOHARJO)

Haryani, Marfika Nur (2022) KEPUTUSAN PEMBELIAN DITINJAU DARI KUALITAS PRODUK, LIFE STYLE DAN BRAND IMAGE (STUDI KASUS PRODUK KOSMETIK WARDAH PADA MITRA SWALAYAN SUKOHARJO). KEPUTUSAN PEMBELIAN DITINJAU DARI KUALITAS PRODUK, LIFE STYLE DAN BRAND IMAGE (STUDI KASUS PRODUK KOSMETIK WARDAH PADA MITRA SWALAYAN SUKOHARJO).

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Abstract

Thisvresearchvaimsvtovdeterminevthevproductvquality, lifevstyle, brandvimage onvpurchasingvdecisionsvof Wardah in Mitra Swalayan Sukoharjo. Thisvtypevof researchvisvquantitative. Samplev100vrespondentsvusingvaccidentalvsampling techniques. Thevmethod of analysisvusesvmultiplevlinearvregression with SPSS softwarevversion 21. Thevresults of the F test indicate that productvquality, lifevstyle, andvbrandvimagevhave avsimultaneous andvsignificantveffect on purchasing decisions of Wardah in Mitra Swalayan Sukoharjo, whilevthevresults of t test indicate that productvquality, life style, brandvimage has a positive and significantveffectvonvpurchasingvdecisions of Wardahvin Mitra Swalayan Sukoharjo.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Admin Repository UIBS
Date Deposited: 13 Dec 2022 11:00
Last Modified: 13 Dec 2022 11:00
URI: https://repository.uniba.ac.id/id/eprint/562

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