PENGARUH GAYA HIDUP, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SANDAL FIPPER (Studi Pada Mahasiswa STIESIA Surabaya)

Abstract

This research aimed to find out the effect of lifestyle, brand image, and product quality on customers’ buying decision of Fipper slippery. While, the population was students of School of Economics of Indonesia (STIESIA) Surabaya.The research was qualitative. Moreover, the data were primary. Furthermore, the data collection technique used non probability sampling, in which the Sample was taken accidentally. It meant, anyone who was meet by the researcher could become the sample. In line with, there were 100 respondents of Fipper slippery’s customer as sample. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). Meanwhile, the testing instrument was validity and reliability test. The research result concluded lifestyl had positive and signification effect on customers’ buying decision of Fipper Slippery. Likewise, brand image had positive and significant effect on customers’ buying decision of Fipper Slippery. Similarly, product quality had positive and signification effect on customers’ buying decision of Fipper Slippery.
Keywords: lifestyle, brand image, product quality, buying decision