PENGARUH GAYA HIDUP, KUALITAS PRODUK, DAYA TARIK PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TISU TESSA MELALUI CITRA MEREK (Studi Pada Mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Diponegoro)
Abstract: The modernization of
the lifestyle of a practical and fast-paced society, tissue is now a must-have
or carry when traveling. The high competition of tissue production does not
make PT Graha Kerindo Utama as Tessa producer afraid to produce environmentally
friendly tissue. Although retail stores are now rampant circulating in
Indonesia can be a threat and challenge because they are able to produce
tissues with a cheaper price. This allows Tessa's tissue is no longer a top
priority in consumer purchases.
The purpose of this study was to analyze the influence of lifestyle,
product quality, promotion to purchasing decisions through brand image. This
study uses five variables those are lifestyle, product quality, promotion,
brand image, and purchase decision.
The study testing the hypothesis using the data as much as 102
respondents. Analytical techniques used in this study using software program
SmartPLS version 2.0. This study was conducted to consumers who have used Tessa
tissue, where the respondents are university student of bachelor Faculty of
Economics and Business. The number of samples in this study were 102
respondents. Data collection method is done through questionnaire. sampling
technique in this research is purposive sampling. This research uses Structural
Equation Model (SEM) analysis technique, which is estimated using SmartPLS 2.0
program.
The results of this studied indicate that lifestyle have positive and
significant effect on brand image, product quality have positive and
significant effect to brand image, attractiveness of promotion have positive
and significant effect to brand image, brand image have positive and
significant influence on purchasing decision, and significant to the purchase
decision. While the attractiveness of promotion has a positive but not
significant effect on purchasing decisions.
Keywords: lifestyle, product
quality, promotion, purchase decision, brand image
Penulis: Nissa Gin Ajeng
Pratidina, Harry Soesanto
Kode Jurnal: jpmanajemendd180439
