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All Journal Jurnal Manajemen Bisnis, Akuntansi dan Keuangan
Pulawan, Made
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Decision Sciences, Operations Research & Management

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Brand Image, Lifestyle, and Advertising on Purchase Decisions of Make Over Products at Chan Collection Store in Denpasar Anthonio, Febrian Sila; Pulawan, Made; Dewi, I Gusti Ayu Agung Istri Sari
Jurnal Manajemen Bisnis, Akuntansi dan Keuangan Vol. 3 No. 1 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jambak.v3i1.9511

Abstract

This study aims to examine and analyze the influence of brand image, lifestyle, and advertising on the purchase decisions of Make Over products. Using a sample of 100 respondents selected with the Slovin formula, data were analyzed through multiple linear regression and hypothesis testing. The findings reveal that brand image, lifestyle, and advertising significantly impact purchase decisions. A positive relationship exists between brand image and purchase decisions, indicating that a stronger brand image leads to higher purchase decisions. Similarly, lifestyle positively affects purchase decisions, suggesting that a higher lifestyle corresponds to increased purchase decisions. Additionally, advertising has a positive influence, implying that more advertising leads to higher purchase decisions.
Co-Authors Anthonio, Febrian Sila Dewi, I Gusti Ayu Agung Istri Sari