Pengaruh Brand Image, Kualitas Produk, Harga dan Life Style Terhadap Keputusan Pembelian

Abstract

The purpose of this study was to determine the effect of brand image, product quality, price and lifestyle on purchasing decisions on custom fixie bicycles in Denpasar City. This research was conducted in the city of Denpasar on consumers who have bought a custom fixie bike. The samples of this study was 100 respondents with purposive sampling method of determining the sample. Data was collected by observation, interviews, documentation, literature, and questionnaires. The data analysis technique used is validity test, reliability test, classical assumption test, multiple linear regression analysis, determination test, t test and f test. The test results show that: (1) Brand image partially has no significant effect on purchasing decisions. (2) Product quality partially has a positive and significant effect on purchasing decisions. (3) Price partially has a positive and significant effect on purchasing decisions. (4) Life style partially has no significant effect on purchasing decisions. (5) Brand image, product quality, price and life style simultaneously have a positive and significant effect on purchasing decisions.