Maula, Nimal (2023) Pengaruh Lifestyle, Brand Image dan Product Quality terhadap Keputusan Pembelian Pakaian Erigo (Studi Kasus Mahasiswa Kota Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study entitled "The Influence of Lifestyle, Brand Image, and Product Quality on Erigo Clothing Purchasing Decisions (Case Study of Malang City Students)" which the purpose of this study was to determine the effect of of Lifestyle, brand image, and product quality on purchasing decisions of Erigo clothing with a case study of Malang City Students.
The research method used is a quantitative method. The population in this study were all Malang city students who had purchased erigo clothing products. The sampling technique uses the Lemeshow formula because the entire population is unknown. The number of samples based on the calculation of the Lemeshow formula is 100 samples. Data collection is done by distributing questionnaires. The collected data were analyzed using SPSS Version 22 software.
The results of this study indicate that Lifestyle has a positive and significant effect on purchasing decisions, this is evidenced by a tcount of 4.095 and a significance value of 0.000. The brand image variable has a positive and significant effect on purchasing decisions, this is evidenced by a tcount of 2.621 and a significance value of 0.010. The product quality variable has a positive and significant effect on the decision to purchase Erigo clothing, this is evidenced by the tcount of 3.551 and a significance value of 0.001. The dominant variable influencing the purchase decision is the Lifestyle variable with a Standardized Beta value of 0.365 which is higher than the other variables.

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