Cakrawangsa Bisnis
Vol. 4 No. 2 (2023): Oktober

Pengaruh Gaya Hidup, Kualitas Produk, dan Citra Merek terhadap Pembelian Kosmetik Maybelline di Kota Yogyakarta

Listiana, Sari (Unknown)
Sudarusman, Eka (Unknown)

Article Info

Publish Date
15 Dec 2023

Abstract

This research aims to determine the influence of lifestyle, product quality and brand image on purchasing decisions for Maybelline cosmetics in the city of Yogyakarta. The population of this study were Maybelline cosmetics users in the city of Yogyakarta and its surroundings. Sampling was carried out using Non-Probability Sampling with purposive sampling technique. The total sampling was 100 respondents. The results of this study indicate that lifestyle has no influence on purchasing decisions for Maybelline cosmetics in the city of Yogyakarta. Meanwhile, product quality and brand image have a positive and significant influence on purchasing decisions for Maybelline cosmetics in the city of Yogyakarta.

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Journal Info
Cakrawangsa Bisnis
Website

Abbrev

cb

Publisher

Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

CAKRAWANGSA BISNIS adalah jurnal ilmiah yang diterbitkan oleh Sekolah Tinggi Ilmu Manajemen YKPN. Jurnal ini merupakan jurnal dengan akses terbuka dan diterbitkan dua kali setahun (April dan Oktober). Misi yang diusung jurnal ini adalah menyebarluaskan hasil penelitian dan karya tulis mahasiswa ...