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All Journal MIX : Jurnal Ilmiah Manajemen
Charles Victor B. Saragih
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH KUALITAS PRODUK, KETERSEDIAAN PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK LULUR MANDI SUMBER AYU DI JAKARTA Charles Victor B. Saragih
MIX: JURNAL ILMIAH MANAJEMEN Vol 3, No 2 (2013): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

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Abstract

Abstract: This study aims to analyze the effect of product quality, product availabilityand lifestyle on purchase decision. Sumber Ayu Body Scrub was taken as a case study.This research is descriptive quantitative in nature. Both primary and secondary datawere employed. Secondary data were taken from various sources such as journals andbooks. Primary data were taken using questionnaire. A total sample of 100 wereobtained. The result shows that purchase decision was influenced by product quality,product availability and life style. The identical result found by previous researchers.Life style was found dominant variabel toward purchase decision.Keywords: Product Quality, Stock Availability, Life Style, Purchase Decision
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