Pengaruh Lifestyle, Kualitas Produk, Citra Merek, dan Brand Awareness Terhadap Keputusan Pembelian Jilbab Elzatta Di Kabupaten Purbalingga

Abstract

The aim of the research is to analyze the influence of lifestyle, product quality, brand image and brand awareness on purchasing decisions for Elzatta hijabs in Purbalingga Regency. This research is survey research using a quantitative approach. The population in this research is Elzatta hijab consumers in Purbalingga Regency, the number of which is unknown by taking a sample of 100 respondents. The sampling method uses accidental sampling technique.
Data analysis uses multiple linear analysis and hypothesis testing uses the t test. Based on statistical analysis, the regression equation Y = 3.081+ 0.284 X1 + 0.232 X2 + 0.193 X3 + 0.185 X4 + e. The results of hypothesis testing are that the first hypothesis which states lifestyle has a positive and significant effect on purchasing decisions, is accepted. Second, which states that product quality has a positive and significant influence on purchasing decisions, is accepted. The third, which states that brand image has a positive and significant influence on purchasing decisions, is accepted. The fourth, which states that brand awareness has a positive and significant influence on purchasing decisions, is accepted.
The implication of this research is that further research can add other variables besides lifestyle, product quality, brand image and brand awareness that influence purchasing decisions. For example, influencer marketing, brand trust, promotions, and so on. Also, further research can change or expand the research location.