The Influence of Lifestyle, Price, and Product Quality on Make Up Product Purchase Decisions in Students

Abstract

Research with the title Effect of Lifestyle, Price, and Product Quality on Purchasing Decisions of Make Up Products for Students. This researcher uses a quantitative approach with the type of associative research. The data collection technique used a questionnaire, the sampling technique used simple random sampling, the number of samples used in this study was 100 respondents. The measurement scale used is the Likert scale. The data analysis used included instrument test, namely linearity test; The classical assumption test includes normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, coefficient of determination, and hypothesis testing, namely the T test and F test. The results of this study indicate that, (1) Lifestyle has a positive and significant effect on the decision to buy make up products for students, (2) prices have a positive and significant effect on purchasing decisions for make up products for students, (3) product quality has a positive and significant effect. on the decision to buy make up products for students, and (4) simultaneously (jointly) between the variables of lifestyle, price, and product quality have a significant and significant effect on the decision to buy make up products for students.