Pengaruh Harga Dan Brand Image Terhadap Keputusan Pembelian Pakaian Branded Thrift Melalui Lifestyle Sebagai Variabel Intervening (Mahasiswa universitas Muhammadiyah Lamongan)

Yuli Novita, Sari and Jennifer Farihatul, Bait and Adi Lukman, Hakim Pengaruh Harga Dan Brand Image Terhadap Keputusan Pembelian Pakaian Branded Thrift Melalui Lifestyle Sebagai Variabel Intervening (Mahasiswa universitas Muhammadiyah Lamongan). Pengaruh Harga Dan Brand Image Terhadap Keputusan Pembelian Pakaian Branded Thrift Melalui Lifestyle Sebagai Variabel Intervening (Mahasiswa universitas Muhammadiyah Lamongan. (Submitted)

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Abstraksi

This study aims to determine and analyze price, brand image and lifestyle directly on purchasing decisions. This study used a descriptive quantitative method by taking the case of Lamongan Muhammadiyah University students. The sample in this study used a non-probability sampling technique with purposive sampling with a total sample of 257 people. The data used in this study are primary data and secondary data, the method of analysis used is descriptive analysis, path analysis and multiple linear regression analysis with the help of SPSS 25 software. This research uses AIDA as the grand theory. The results showed that: 1. Price has a negative effect on purchasing decisions, 2. Brand image has a positive influence on purchasing decisions, 3. Price has no effect on lifestyle, 4. Brand image has a negative effect on lifestyle, 5. Lifestyle has a negative effect on purchasing decisions , 6. Lifestyle is not able to mediate price on purchasing decisions, 7. Lifestyle is able to mediate brand image on purchasing decisions.

Item Type: Article
Subjects: Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis
Fakultas Ekonomi dan Bisnis > S1 Manajemen
Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen
Divisions: Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen
Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mahasiswa s1 Manajemen
Date Deposited: 22 Sep 2023 07:37
Last Modified: 22 Sep 2023 07:37
URI: http://repository.umla.ac.id/id/eprint/3411

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