PENGARUH BRAND IMAGE, LIFESTYLE, ETHNOCENTRISM DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TAS SOPHIE PARIS (Studi pada konsumen Tas Sophie Paris di Purwokerto)

ROMADHON, SINDY CAHYANI (2022) PENGARUH BRAND IMAGE, LIFESTYLE, ETHNOCENTRISM DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TAS SOPHIE PARIS (Studi pada konsumen Tas Sophie Paris di Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study is to determine the effect of brand image, lifestyle, ethnocentrism, product quality and purchase decision. The sample selection in this study was used purposive sampling method. Based on the criteria, as many as 105 respondents were sampled. The data analysis techniques used in this research were instrument test, descriptive statistics, classical assumption test, multiple linier regression analysis, and hypothesis testing. The result of the analysis showed that brand image, lifestyle ethnocentrism and product quality simultaneously effect purchasing decision, than result of the analysis showed that, lifestyle ethnocentrism and product quality partially have a positive effect on the purchasing decision, however brand image has no effect on the purchasing decision.

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