PENGARUH PRODUK, HARGA, IMAGE, PROMOSI DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN VASELINE

Abstract

This research aimed to find out the effect of product quality, price, image, and lifestyle on Vaseline buying decision. Besides, it aimed to find out which of the most influential variable on Vaseline buying decision.The population was students of STIESIA Surabaya who still active. While, the data collestion techbique used non-probability sampling. Mean while, the sampling technique used incidental sampling, in which the sample ws based on chamce. It meant, anyone who meet with researchers could be used as a sample. In line with, there were 100 respondents as sample. Moreover, the data analysis technique used multiple linear regression with SPSS (Statistict Product And Service Solution) 21.Based on classical assumption test, the research had met specifiet criteria. Furthermore, from proper model test, it showed this model was properly to be used. Besides, lifestyle was the most influential cariable of all independent variabeles. Additionally, from t- test and regression, it concluded product quality, promotion and lifestyle had positive and significant effect on Vaseline buying decision. On the other hand, price and image had positive but insignificant effect rection on Vaseline buying decision.
keywords: buying decision, product, price, image, promotion, lifestyle