Open AccessDecision of Purchase Based on Life Style and Brand Image through Interest in Buying Personal Care Products in PT Easton Klaeris Indonesia Branch of Padang
Author(s) -
Reni Febriani,
Rini Yanti,
Zulmira Zulmira,
Yulina Eliza
Publication year - 2020
Publication title -
international journal of management excellence
Language(s) - English
Resource type - Journals
ISSN - 2292-1648
DOI - 10.17722/ijme.v14i2.1129
Subject(s) - purchasing , advertising , marketing , brand image , sample (material) , life style , business , style (visual arts) , brand awareness , purchasing decision , psychology , applied psychology , chemistry , archaeology , chromatography , history
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.