Pengaruh Gaya Hidup, Ekuitas Merek, dan Media Sosial Terhadap Keputusan Pembelian (Studi Pada Mahasiswa (Pengguna Produk Oriflame Sweden)

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)
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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