PENGARUH HARGA, KUALITAS PRODUK, CITRA MEREK, GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research meant to find out the influence of pricing, product quality, brand image and lifestyle in the
purchasing decision of Datsun GO+ automobile at PT United Indo Surabaya. The population are all costumers
who have ever purchased
Datsun Go+ automobile and have ever done automobile maintenance at PT United
Indo Surabaya. The sampling technique has been carried out by using accidental sampling in which an
individual or groups who has been met by the researcher and they are willing to be selected as a respondent. The
data has been obtained by issuing questionnaires and sample the samples are 100. The multiple linear
regressions and t-test is employed to test the partial regressions coefficient and the dominant influence to test
the significant influence simultaneously by using the level of significance 5%. The result of the research
describes the partially all variables have significant influence to the purchasing decision. The quality produk
variable has dominant influence to the purchasing decision of Datsun GO+ automobile at PT United Indo
Surabaya.

Keywords: Price, Product Quality, Brand Image, Lifestyle, Purchasing Decision