This study aims to determine the effect of word of mouth, brand trust, product
quality, and lifestyle on purchasing decisions. The sample in this study amounted to
120 respondents. The sampling technique used in this study is non-probability
sampling with data obtained from respondents with the research instrument using a
questionnaire. The research method used in this study is multiple regression analysis.
The results showed that word of mouth had a positive and significant effect on
purchasing decisions, brand trust had a positive and significant effect on purchasing
decisions, product quality had a positive and significant effect on purchasing
decisions, and lifestyle had a positive and significant effect on purchasing decisions.
Word of mouth, brand trust, product quality, lifestyle have a significant effect on
purchasing decisions.