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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Susi, Susi Hardianti Sabana Putri
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Decision Sciences, Operations Research & Management

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PENGARUH CITRA MEREK, GAYA HIDUP DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA PERUSAHAAN PEMBIAYAAN DI GRESIK Susi, Susi Hardianti Sabana Putri; Aslamiyah, Suaibatul
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 3 (2024): JMBI UNSRAT Volume 11 Nomor 3
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i3.59771

Abstract

This study aims to determine the influence of brand image, lifestyle and service quality on purchase decisions. The research method used in this study is quantitative descriptive. Data collection uses a questionnaire with a total of 254 respondents. By using multiple linear regression analysis and data processing using SPSS. The results of the study show that brand image has a significant influence on purchase decisions. Lifestyle has a significant effect on purchasing decisions and service quality has a significant effect on purchasing decisions
Co-Authors Suaibatul Aslamiyah