Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Socio-political Communication and Policy Review
Safrianti Harahap
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Image, Lifestyle and Word Of Mouth on Maybelline Mascara Purchasing Decisions (Case Study in Environmental Community I Medan Denai) Safrianti Harahap; Yayuk Yuliana
Socio-political Communication and Policy Review Vol. 1 No. 1 (2024)
Publisher : Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/shkr.95

Abstract

This study aims to determine the influence of brand image, lifestyle and word of mouth on the purchase decision of maybelline mascara (case study in the I Medan Denai environmental community). This research is a quantitative research. The data used in this study are primary data obtained through questionnaires, observations and literature studies. The respondents who were sampled in this study amounted to 91 respondents. From the regression equation Y = 16.272 + 0.218X1 + 0.186X2 + 0.114X3 + e. In the partial hypothesis test (t test) the brand image variable has a positive and significant effect on the purchase decision variable with a t-value calculated > t table (6.370 > 1.987) and a significant value of 0.000 < 0.05. Lifestyle variables have a positive and significant effect on purchasing decision variables with t-values calculated > t tables (4.561 > 1.987) and significant values of 0.000 < 0.05. The word of mouth variable has a positive and significant effect on the purchase decision variable with a calculated t value > t table (3.313 > 1.987) and a significant value of 0.001 < 0.05. Brand image, lifestyle and word of mouth variables simultaneously affect purchasing decision variables with F values calculated > F tables (27.268 > 2.71) and significant values 0.000 < 0.05.
Co-Authors