PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SARDEN BANTAN DIBANYUWANGI

Abstract

Each company is determined to crate and deliver goods and services wich consumer want at a reasonable price. This research animed to find out the effect of brand image, product quality, price, and lifestyle on the buying decisions of Sarden Bantan products. The research was casual-quantitative. Morecover, the population was consumers who had bought Sarden Bantan products. Furthermore, the data collection technique used incidental sampling, with 100 responden as the sample collection technique. In addition, the data analysis technique used multiple linear regression. The research result conclude as follows: Brand image had a positive and significant effect on the buying decisions of Sarden Bantan products. Likewise, product quality had a positive and significant effect on the buying decisions of Sarden Bantan product. Similary, price had a positive and significant effect on the buying decisions of Sarden Bantan products. Conrrespondingly, lifestyle had a positive and significant effect on the buying decisions of Sarden Bantan products.
Keywords: brand image, product quality, price, lifestyle, buying decisions