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All Journal Excellent Paradigma Jurnal Dimensi JAPANEDU: Jurnal Pendidikan dan Pengajaran Bahasa Jepang Jurnal Organisasi Dan Manajemen Fokus Ekonomi EBSJ Parafrase: Jurnal Kajian Kebahasaan dan Kesastraan Journal of Islamic Economic Laws Journal of Health Policy and Management Almana : Jurnal Manajemen dan Bisnis Jurnal Rontal Keilmuan Pancasila dan Kewarganegaraan SULTANIST: Jurnal Manajemen dan Keuangan JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Stilistika: Jurnal Pendidikan Bahasa dan Sastra International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Seltics Journal: Scope of English Language Teaching, Literature and Linguistics Journal Jurnal Ners Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Budimas : Jurnal Pengabdian Masyarakat TANDA: Jurnal Kajian Budaya, Bahasa dan Sastra Jurnal Inovasi Pembelajaran di Sekolah MES Management Journal Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) International Journal Corner of Educational Research (IJCER) Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Innovative: Journal Of Social Science Research Jurnal Lentera Pengabdian IIJSE El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Dedikasi : Jurnal Pengabdian Lentera Journal of Business Innovation and Research JUMANDIK Journal of Scientific Insights Jurnal Manajemen & Pendidikan Journal of Ekonomics, Finance, and Management Studies Jurnal Signaling
Sudarwati Sudarwati
Dosen Prodi Sastra Inggris, Fakultas Sastra, Universitas 17 Agustus 1945 Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Jurnal Ilmiah Edunomika (JIE)

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KEPUTUSAN PEMBELIAN DITINJAU DARI CITRA MEREK, GAYA HIDUP, DAN KERAGAMAN PRODUK MEREK HANASUI DI SUKOHARJO Nur Insani, Alifia Dhea; Sudarwati, Sudarwati; Marwati, Fithri Setya
JURNAL ILMIAH EDUNOMIKA Vol. 7 No. 2 (2023): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v7i2.10294

Abstract

This research aimed to evaluate how factors like as brand image, lifestyle, and product diversity influence consumers’ decision to purchase Hanasui cosmetic in Sukoharjo. A quantitative strategy has been used in its research. The population used 636 customers of one of the agents in Sukoharjo, and the sampel size is set at 100 customers thanks to a non-probability, purposive sampling technique. In Sukoharjo, the variables of brand image, lifestyle, and product diversity all had a positive influence in purchase decision of Hanasui brand cosmetic items, and this influence is statistically significant as well. The modified R-Square value showed that 70,4%, which suggest that factors such as brand image, lifestyle, and product diversity play a role in the decision of whether or not to purchase Hanasui product in Sukoharjo. Another factors that are not include in this study was influenced 29,6%. Keywords : Brand Image, Lifestyle, Product Diversity, Purchasing Decisions
Co-Authors Agustino, Lalu Ahmad Ahmad Andriyansyah, Nova Anggeani, Dewi Anik Cahyaning Rahayu Aprian Aditama, Rizky Ramadhan Apriliani, Dyan Aribatul Hamidah, Raisa Asmara, Denny Awang Adi Saputro Bay Kurniawan, Adelt Fricilia Chrismalia Garnida, Susie Destomo, Deny Dewi, Tria Rosana Dian Pratama, Favian DPW, Ida Aryati DWP, Ida Aryati Eny Kustiyah Eny Kustiyah, Eny Guntoro, Guntoro Hamidah, Raisa Aribatul Harpenas, Akas Haryanto Haryanto Ihsan, Mohamad Irma Wardani Istiatin, Istiatin Istiatin, Istiatin Istiqomah istiqomah istiqomah Istiqomah, Aulia Khatimah, Anik Khusnul Koyem, Koyem Kurniawan, Feby Libria Widiastuti Lintang Pamugar Mukti Aji Marwati, Fithri Setya Muhtar, Basuki Sukandaru Mursito, Bambang NOVI ANDARI Nur Insani, Alifia Dhea Prasetyo, Heri Prasetyo, Yokke Irvan Ade Pujiyanto Pujiyanto Purwanti, Dyah Arsih Puryanti, Ari Tri Rachmi, Novita Raharjo, Sigid Budi Ramadhani, Rosita Nurul Ratna Damayanti Rochmi Widayanti Rr. Eko Giyartiningrum Ryan Susanto, Ryan Sarsono Sarsono Septian Kumala Dewi, Nadia Septiani, Pramudita Setyo, Wahyu Agung Setyowati, Lina SITI MARYAM Siti Nurjanah Siti Qomariyah Sri Mulyani Sudirwo Sudirwo Sulistyorini, Keny Suminanto, Suminanto Susie Chrismalia Garnida Syahidin, Rizal Fadhilah Tias, Riris Wahyuning Titien Agustina Tri Nugroho Tria Rosana Dewi Tsani, Atika Fikri umi ambarwati, umi Umi Anisah , Hastin V. Teguh Suharto, V. Teguh Wardhani, Mahartiwi Kusuma Wardo, Wardo Widayati, Wening Windaryanto, Bagas Wintari, Wienka Wulan, Arum Sekar Y.B. Agung Prasaja Yani, Burhanuddin Ahmad Yuliati, Etik