PENGARUH GAYA HIDUP, KEPERCAYAAN MERK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK ORIFLAME

Abstract

This research is aimed to find out and to analyze life style, brand trust and product quality whether these variables have significant and positive influence to the purchasing decision cosmetic product of Oriflame.This research is a quantitative research which has been carried out by using comparative causal method i.e. the characteristic of this research is the correlation of cause – effect among two or more variables. The population is all student of STIESIA Surabaya. The sample collection technique has been done by using accidental sampling and the numbers of samples are 100 people. The data analysis technique has been carried out by using multiple regressions analysis.The result of the research shows that life style gives positive influence to the purchasing decision cosmetic product of Oriflame. Brand trust gives positive influence to the purchasing decision ocosmetic product of Oriflame because brand has important role as the product identity. Product quality gives positive influence to the purchasing decision cosmetic product of Oriflame, because when customers are able to percieve the quality to the cosmetic product of Oriflame, the customers will be fast in purchasing decision.
Keywords: lifestyle, brand image, product quality, purchasing decision.