Effect of Product Quality, Brand Image And Life Style Against Buying Decision

  • Tubagus Ahmad Darojat Universitas Singaperbangsa Karawang
Keywords: Product Quality, Brand Image, Life Style, Purchasing Decision

Abstract

The research aims to analyze the effect of product quality, brand image and life style on consumer purchasing decisions at Metropolitan Mall Bekasi. The sample used in this study was 98 respondents clothing stores in Metropolitan Mall Bekasi. Probability sampling with accidental sampling approach is used as a sampling technique. Quantitative research methods with multiple linear regression analysis using SPSS analysis tool version 20.0. The results of this study indicate that product quality has a positive and significant effect on consumer purchasing decisions at Metropolitan Mall Bekasi. Brand image has a positive and significant influence on consumer purchasing decisions at Metropolitan Mall Bekasi. Life style has a negative and no significant influence on consumer purchasing decisions in Metropolitan Mall Bekasi. Product quality, brand image and life style have a positive and significant influence on consumer purchasing decisions at Metropolitan Mall Bekasi.

Downloads

Download data is not yet available.

References

Mandey, Silvya L. 2009. Pengaruh Faktor Gaya Hidup Terhadap Keputusan Pembelian Konsumen. Jurnal Vol. 6. No. 1.

Supriyadi, Yuntawati Fristin, Ginanjar Indra K.N. (2016). Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian (Studi pada Mahasiswa Pengguna Produk Sepatu Merek Converse di Fisip Universitas Merdeka Malang). Jurnal Bisnis dan Manajemen Vol. 3 No.1, Januari 2016.

Sangadji Mamang dan Sophia. 2013. Perilaku Konsumen. Pendekatan Praktis disertai: Himpunan Jurnal Penelitian. Andi, Yogyakarta.

Schiffman , Leon G and Leslie Lazar Kanuk. 2004. Customer Behavior. Prentice Hall Inc, USA.

Tjiptono, Fandy. 2011. Manajemen & Strategi Merek. Penerbit Andi, Yogyakarta.

Tampanatu Gita. 2014. Analisis Gaya Hidup, Kualitas Produk terhadap Keputusan Pembelian Konsumen Di Matahari Department Store Mega Trade Center. Jurnal Emba. http:// ejournal.unsrat.ac.id /index.php/ emba/article/view/5662/5194.

Kotler, Philip, dan Amstrong, Gary, 2001, Prinsip-Prinsip Manajemen, Jilid I, Edisi Ke Delapan, Alih Bahasa Oleh Damos Sihombing, MBA., Erlangga, Jakarta.

Kotler, Philip. 2012, Manajemen Pemasaran Perspektif Asia. Buku Dua, Edisi Pertama, Andy, Yogyakarta.

Goetsch, D. L, dan Stanley, B. Davis, 2002, Manajemen Mutu Total, Alih Bahasa; Benjamin Molan, Penyunting Wandansari Mardiarti, Edisi Kedua, Jilid 2, PT. Prenhallindo, Jakarta.

Assauri, Sofjan. 2010. Manajemen Pemasaran Dasar dan Konsep Strategi. PT Raja Grafindo Persada, Jakarta.

Henslowe, P. 2008. Public Relation, A Practical Guide to the Basics. Kogan Page Ltd, USA.

Aaker, David, A. dan Alexander, L. Biel, 2009, Brand Equity and Advertising: Advertising Role In Building Strong Brand, Lawrence Erlbaum Associates, Inc., Hillsdale.

Supranto, dan Limakrisna, N. 2011. Perilaku Konsumen dan Strategi Pemasaran. Edisi 2. Mitra Wacana Media. Jakarta.

Mowen, J.C & M. Minor. 2002. Perilaku Konsumen. Jilid 2 Edisi kelima. Terjemahan dari Consumen Behavior. 5 th . Ed. Oleh Dwi Kartini Yahya. PT. Penerbit Erlangga, Jakarta.

Hayat, Afra W. Makna. 2012. Pengaruh Lokasi dan Citra Merek terhadap keputusan pembelian konsumen pada Distro Ouval Research di Buah Batu Bandung. Elib Unikom. http://elib.unikom.ac.id/files/disk 1/651/jbp tunikompp-gdl-afrawibawa-32513-11-unikom_a-i.pdf.

Purwanti, P., & Sitorus, M. (2018). Factors That Affect Employee Productivity (Case Study at PT. Sagami Indonesia). Journal of Management Science (JMAS), 1(1, Januari), 7-11. Retrieved from http://exsys.iocspublisher.org/index.php/JMAS/article/view/2

Siregar, S. L. (2019). Analysis of Effect of Price And Quality Products Buying Decision Against Honda Motorcycle At PT. Rotella Mandiri Persada Lubukpakam. Journal of Management Science (JMAS), 2(4, Oktober), 97-101. Retrieved from http://exsys.iocspublisher.org/index.php/JMAS/article/view/39

Syahputri, D. P. (2019). Pengaruh Kualitas Layanan Terhadap Kepuasan Konsumen Pada PT.Pos Indonesia (Persero) Kantor Pos Lubuk Pakam. Journal of Management Science (JMAS), 2(4, Oktober), 102-107. Retrieved from http://exsys.iocspublisher.org/index.php/JMAS/article/view/40

Syafrida, N. (2018). Promotion and Policy Influence Prices on Consumer Purchase Decision on Football Cafe Lubukpakam. Journal of Management Science (JMAS), 1(3, Juli), 64-69. Retrieved from http://exsys.iocspublisher.org/index.php/JMAS/article/view/12

Ramadhani, S. W. (2018). Influence of Service Quality Customer Loyalty And Trust In. Pos Indonesia (Persero) Lubukpakam. Journal of Management Science (JMAS), 1(2, April), 30-35. Retrieved from http://exsys.iocspublisher.org/index.php/JMAS/article/view/6

Published
2020-04-06
How to Cite
Darojat, T. A. (2020). Effect of Product Quality, Brand Image And Life Style Against Buying Decision . Journal of Management Science (JMAS), 3(2, April), 51-57. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/49