PENGARUH EKUITAS MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MOBIL NISSAN JUKE

Abstract

The purpose of
this research is to find out the influence of brand equity and lifestyle to the purchasing
decision of Nissan juke automobile. The samples have been selected by using accidental sampling
technique and unknown population formula, so 96 respondents have been selected as samples. The
population is all customers who conduct periodic maintenance Nissan juke automobile at PT.United
Indo Surabaya on Jln. Basuki Rahmat No.14 Kota Surabaya. The menthod of the research is causalcomparative
research
and
characteristic

of the problem in the form of causal between two variable or
more. The analysis technique has been done by using multiple linear regressions analysis, validity
test, reliability test, and temporary hypothesis test which is done by using t test and F test with its
significance level is 5%. The classic assumption test which is used in this research includes
multicolinearity test, heteroscedasticity test and normality test. Based on the result of the research, it
has been found that brand equity has significant and positive influence to the purchasing decision and
lifestyle has significant and posotive influence to the purchasing decision. Moreover, the most
dominant independent variable is lifestyle variable.

Keyword: Brand Equity, Lifestyle, and Purchassing Decision