Eksa, Ashmutia (2023) THE EFFECT OF LIFESTYLE, BRAND EQUITY, AND PRICE PERCEPTION ON PURCHASING DECISION OF BEAUTY AND CARE LOCAL BRAND (Study on consumers of Somethinc products). Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
This study aims to determine the effect of lifestyle, brand equity, and price perceptions on purchasing decisions of beauty and care local brands (studies on consumers of Something products). This study uses a quantitative approach. The population in this study is Somethinc Instagram followers. The research sample is 100 respondents, using a purposive sampling method. Data collection uses a Google Form questionnaire. Data analysis in this study used the classical assumption test, simple and multiple linear regression tests, hypothesis test, and the coefficient of determination test using SPSS 25. The results in this study indicate that lifestyle, brand equity, and price perceptions simultaneously influence decision making. purchases of 83.4%. While the results of testing each variable partially show that lifestyle has a significant effect on purchasing decisions by 58.6%, brand equity has a significant effect on purchasing decisions by 78.8% and perceived price has a significant effect on purchasing decisions by 64%.
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | 300 Ilmu sosial |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | 2301540637 . Digilib |
| Date Deposited: | 26 Jun 2023 08:09 |
| Terakhir diubah: | 26 Jun 2023 08:09 |
| URI: | http://digilib.unila.ac.id/id/eprint/73175 |
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