Al Madjdi, Nurul Farichah and , Dr. Rini Kuswati, S.E., M.Si (2021) Pengaruh Gaya Hidup, Ekuitas Merek, dan Media Sosial Terhadap Keputusan Pembelian (Studi Pada Mahasiswa (Pengguna Produk Oriflame Sweden). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the influence of lifestyle, brand equity and social media on purchasing decisions. In this study using a sample of 156 students from UNS, UMS, and IAIN Surakarta. The sample selection method used purposive sampling and the data used were primary data in the form of a questionnaire. The data analysis method used is multiple linear regression analysis using several variables, namely lifestyle, brand equity, social media, and purchase decisions. The results showed that (1) lifestyle had a positive and significant effect on purchasing decisions. (2) brand equity has a positive and significant effect on purchasing decisions. (3) social media has a positive and significant effect on purchasing decisions.
Item Type: | Karya ilmiah (Skripsi) |
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Uncontrolled Keywords: | lifestyle, brand equity, social media, purchase decisions |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
Depositing User: | NURUL FARICHAH AL MADJDI |
Date Deposited: | 19 Feb 2021 05:23 |
Last Modified: | 19 Feb 2021 05:23 |
URI: | http://eprints.ums.ac.id/id/eprint/89648 |
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