PENGARUH KUALITAS PRODUK DAN PROMOSI DIMEDIASI GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA HAMMER CLOTHING STORE

Abstract

This research explained the effect of independent variables i.e., product quality and promotion on the
dependent variable namely purchasing decision and the intervening variable. This research observed
the effect of product quality and promotion mediated with lifestyle on the purchasing decision at a
hammer clothing store. The researcher used a survey method namely, a data collection with a
questionnaire to respond to the respondent as the research sample. The research sample used 100
respondents. The research result found that product quality had a positive and significant effect on the
customers’ lifestyles. The promotion had a positive and significant effect on the customers’ lifestyle.
Product quality had a positive and significant effect on the customers’ lifestyles. Meanwhile, the
promotion had a positive and significant effect on the customers’ purchasing decisions. Lifestyle had a
positive and significant effect on the customers’ purchasing decision. In addition, the result also
concluded there was direct effect of product quality and promotion of the customers’ purchasing
decisions which larger compared to indirect effect of product quality and promotion on the customers’
purchasing decisions through lifestyles at Hammer Clothing Store Tunjungan Plaza 3 Surabaya.