Abstract
This study aims to explain the effect of life style and brand image on purchasing decisions for personal care products. The analytical method uses descriptive and quantitative approaches in which data collection uses questionnaires. This questionnaire was delivered to respondents by interview. The sample size is 100 respondents. The results showed that life style simultaneously had no effect on purchasing decisions, brand image simultaneously had a positive and significant effect on purchasing decisions, buying interest influenced life style in a persial manner and had a significant effect. Brand image influenced buying interest in a persial manner and had a significant effect. Purchasing interest has a positive and significant influence on purchasing decisions, the influence of intervening buying interest on life style variables shows no significant effect and buying interest on brand image variables shows a higher influence. Thus it is recommended that marketers use brand image to build purchasing decisions and buying interest as a support for building customer mind shares.
Highlights
Technological sophistication makes it easy for companies to both manufacturing, trading and services to sell their names and companies to the world wide
Based on the research and refers to the element of the brand image above, it can be analogoed to the following statement: Brand image fece Mask and Eau de Toilette have a consumer memory is a brand of personal care products, has a suitable design With its name character, Life style refers to the classification of consumers, while purchasing decisions as an option and ready to make purchases or the use of an item
For hypotheses obtained the estimated life style variables have a significance value of 0.7346 > 0.05) indicating that the life style variable has no significant effect on the purchasing decision
Summary
Technological sophistication makes it easy for companies to both manufacturing, trading and services to sell their names and companies to the world wide. Based on the purpose of this research is: To test and analyze the influence of life style and brand image of the purchase decision of personal product Caremerek Vivelle in PT. Easton Kaleris Indonesia, To test and analyze the interest of buy to intervene purchase decisions Prouk personal care brand Vivelle in PT. Easton Kaleris Indonesia, To test and analyze a buy interest effect on purchasing decisions of the Persona care brand Vivelle products at PT. To test and analyze the interest of buy the life style to purchase decisions of personal care brand Vivele products in PT. To test and analyze the interest of buying brand image to purchase decisions of personal care brand Vivelle products in PT.
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