<![CDATA[This research aims to analyze the simultaneous and partial influence of brand image, lifestyle and price variables on purchasing decisions. Apart from that, another aim of this research is to find out which variable is the most dominant variable in influencing purchasing decisions. The location of this research is the DNY Skincare Clinic Kavling DPR Sidoarjo. The sampling technique is Accidental Sampling. The respondents in this research were DNY skincare clinic consumers. This research involved 97 respondents and used a quantitative descriptive approach method. Data analysis in this research uses descriptive statistics and multiple linear regression. The results of this research are (1) Brand Image has a significant positive influence on Purchase Decisions. (2) Lifestyle does not have a significant influence on purchasing decisions. (3) Price has a significant positive influence on purchasing decisions. (4) Brand Image, Lifestyle, and Price simultaneously influence Purchase Decisions. (5) Brand image has a dominant influence in influencing purchasing decisions.]]>
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