Febrian Sila Anthonio, Made Pulawan, Gusti Ayu, Agung Istri, Sari Dewi, Febrian Sila, Anthonio
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引用次数: 0
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.
本研究旨在研究和分析品牌形象、生活方式和广告对购买 Make Over 产品决策的影响。研究使用斯洛文公式选取了 100 名受访者作为样本，通过多元线性回归和假设检验对数据进行了分析。研究结果表明，品牌形象、生活方式和广告对购买决策有重大影响。品牌形象与购买决策之间存在正相关关系，表明品牌形象越强，购买决策越高。同样，生活方式也对购买决策产生积极影响，表明生活方式越高，购买决策越多。此外，广告也有积极影响，这意味着广告越多，购买决策越高。
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