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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE)
Enggar Arifina
Fakultas Ekonomi, Universitas Islam Batik Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Journal : Jurnal Ilmiah Edunomika (JIE)

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KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA Enggar Arifina; Sudarwati Sudarwati; Ratna Damayanti
JURNAL ILMIAH EDUNOMIKA Vol 5, No 1 (2021): EDUNOMIKA : Vol. 05, No. 01, 2021
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v5i1.1953

Abstract

The consumer's decision to buy a product starts from the awareness of fulfilling their needs, so in this study it is carried out because of the influence of the influence of brand image, lifestyle and social media on purchasing decisions at Vespa Metic in Surakarta, Vespa Metic users in Surakarta are the population in this study. Quantitative descriptive research, the sample obtained a number of 100 Vespa users, data obtained through questionnaires that have been distributed. Obtained from the analysis of the discussion, brand image, lifestyle and social media have a simultaneous and significant positive impact on purchasing decisions for Vespa Metic in Surakarta. Keywords: brand image, lifestyle and social media, purchasing decisions.
Co-Authors Bambang Mursito Dewi Hermawati Wahyuningsih Ratna Damayanti Sudarwati Sudarwati