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PENGARUH LIFE STYLE, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERSONAL CARE DI PT EASTON KALERIS INDONESIA CABANG PADANG (Studi pada mahasiswa STIE “KBP’ Padang)

Author

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  • Febriani, Reni
  • Susanti, Febsri

Abstract

The purpose of this study is to find out how the influence of life style, brand image and promotion of purchasing decision of personal care product in Pt Easton Kaleris Indonesia branch of Padang. The research method used is quantitative research. The sampling technique used is the sample size technique is purposive sampling. So from the population is taken a sample of 100 respondents. Data analysis techniques used are validity test, classical assumption test, multiple linear regression test, F test and T test. Based on multiple regression analysis, life style, brand image and promotion toward personal care product purchase decision in PT Easton Kaleris Indonesia. From the results of persial emerged life style and brand image significantly influence purchasing decisions, the value of significance produced < 0.005. While the promotion variable does not affect the purchase decision because the value of significance is generated> 0.005.

Suggested Citation

  • Febriani, Reni & Susanti, Febsri, 2019. "PENGARUH LIFE STYLE, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERSONAL CARE DI PT EASTON KALERIS INDONESIA CABANG PADANG (Studi pada mahasiswa STIE “KBP’ Padang)," OSF Preprints u5x3t, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:u5x3t
    DOI: 10.31219/osf.io/u5x3t
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