PENGARUH GAYA HIDUP, KUALITAS PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN EIGER

Abstract

This research aimed to find out the effect of lifestyle, product quality, promotion, and brand image on buying decision of Eiger’s products. While, buying decision is one pf the company’s business goals which was able to effects continuity of company’s operation. Moreover, the population was cuctomers who had bought some Eiger’s products.This research was quantitative. Furthermore, the data were primary. Additionally, the data collection technique used accidental sampling with questionnaires as its instrument. In line with, there were 100 respondents as sample. In addition, the data analysis techninque used multiple linier regression with SPSS. Meanwhile, the testing instrument used validity and reliability test.The research result concluded life style had significant effect on buying decision. Likewise, product quality had significant effect on buying decision. Similary, promotion as well as brand image had significant effect on buying decision.Therefore, in brief, the management of Eiger’s was able tp ,maintain and increase its quality. Besides, the strategy was also in accordance with appropriate lifestyle, products quality, promotion, and brand image. This happened as all of them effected customer’s buying decision of Eiger’s products.
Keywords: lifestyle, products quality, promotion, brand image, buying decision