<![CDATA[The purpose of this study was to determine and analyze the effect of Price, Product Quality and Hedonism Lifestyle on Diamond Shops Purchasing Decisions mediated by Perceived Value at a Diamond Shops in Medan City (Pasar Central). The method used in this research is to use a quantitative approach method. The unknown population then uses the lemeshow formula with a sample size of 100 respondents. Data obtained by online questionnaire via google form. Data collection techniques used in this study using questionnaires/questions and interviews/interviews. Data analysis techniques in this study used associative statistical analysis and data analysis using Partial Least Square (SEM-PLS). Data processing in this study uses the Smart PLS 3 Software program. The results of this study indicate that Price has a positive and significant influence on Purchasing Decisions, Price has a positive and significant influence on Perceived Value, Product Quality has a positive and significant influence on Purchase Decisions, Product Quality has a positive and significant influence on Perceived Value, Hedonism Lifestyle has a positive and significant influence on Purchasing Decisions, Hedonism Lifestyle has a positive and significant influence on Perceived Value, Perceived Value has a positive and significant influence on Purchase Decisions, Price has a positive and insignificant influence significant effect on Purchasing Decisions mediated by Perceived Value, Product Quality has a positive and significant influence on Purchase Decisions mediated by Perceived Value, Hedonism Lifestyle has a positive and significant effect t on Purchasing Decisions mediated by Perceived Value.]]>
