PENGARUH GAYA HIDUP, KUALITAS PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MS GLOW FOR MEN

Abstract

This research aimed to examine and analyze the effect of life-style, product quality, promotion, and brand image
on buying decisions of Ms Glow For Men. The buying decision is one of the companies’ business goals which affect
its operational continuity. Moreover, the population was consumers who bought and used the product of Ms Glow
For Men. The research was quantitative. Furthermore, the data were primary. Additionally, the data collection
technique used purposive sampling, with 100 respondents as the sample. While, the instrument in data collection
technique used questionnaires. In addition, the data analysis technique used multiple linear regression with SPSS.
The research result concluded that life-style, product quality, promotio, and brand image had a positive effect on
buying decisions. Meanwhile, life-style, product quality, and brand image had a significant effect on buying
decisions. For promotion, it had an insignificant effect on buying decisions. In suggestion, the management was
expected to follow suitability of life-style, keep improving the product quality, developing promotion innovation
in every cities which could not be reached for Ms Glow For Men product, and improving consumers’ brand image
in order to maintain and increasing the buying decisions.