PENGARUH GAYA HIDUP, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

In this modern world, consumers are getting easy to get various information and have so many options. This study aims to analyze and determine the influence of lifestyle, product quality and price on purchasing decisions. Respondents in this study were Nokia mobile phone users, with a sample of 100 respondents, the observation period conducted in 2018. The type of data used in this study is the primary data. The research method in this research is quantitative, while the analysis technique used in this research is multiple linier regression analysis method. The instrument used in this study is a questionnaire distributed to Nokia mobile phone users in WTC Surabaya shopping center. The result of the research by using t test shows that lifestyle, product quality and price have a significant and positive effect to purchasing decision. These results indicate that the better the quality of the product and the price provided with the supportive lifestyles that support so as to improve purchasing decisions.
Keywords: lifestyle, product quality, price, and purchase decision