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

Abstract

This research aimed to analyze the effect of lifestyle, product quality promotion, and brand image on the purchasing decision. This research used explanatory research. Population used customers who have ever purchased and maintenance Kawasaki Ninja Motor 250 CC at PT Surapita Unitrans Surabaya dealer. The sample collection technique used accidental sampling it obtained 100 people. The analysis tecnique used multiple regressions analysis. The hypothesis result showed that lifestyle gave significant positive effect on the purchasing decision, the more specific of the lifestyle as well as the higher possibility of purchasing decision done by the customers. The product quality gave signifgicant positive effect on the purchasing decision, the faster customer was able to perceive a quality, as well as the customer make a purchasing decision. Promotion gave significant positive effect on the pushasing decision, the higher of the quality of promotion as well as the level of attraction for the customer to purchase those product. Brand image gave significant positive effect on the purchasing decision of a product with a good brand image it convinced that the customers was able to fulfill their needs and desire, therefore it increase the purchasing decision.

Keywords: lifestyle, product quality, promotion, brand image, purchasing decision