PENGARUH LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DI KOTA JAMBI

Dahmiri, Dahmiri and Hasbullah, Husni and Sari, Siska Sefrita (2020) PENGARUH LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DI KOTA JAMBI. Jurnal Manajemen Terapan dan Keuangan, 9 (1). pp. 15-22. ISSN P-ISSN: 2252-8636, E-ISSN: 2685-9424

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Abstract

This study aims to analyze the influence of Lifestyle on Wardah Cosmetics purchasing decisions in Jambi City. This study uses a quantitative approach. The sample in this study were 49 Wardah consumers who had purchased Waradah products. This research instrument used an online questionnaire and was analyzed using a Multiple Linear Regression analysis tool. The results of this study indicate that the influence of lifestyle on wardah cosmetics purchase decisions in jambi city has a significant influence on wardah cosmetics purchase decisions in jambi city. Activities, interests and opinions influence consumer purchasing decisions by 89,7% and the remainder by 10,3% which is influenced by other factors not examined in this study. Interest variable is the dominant variable in influencing wardah cosmetic purchasing decisions. The results of this study also showed that the average response of each respondent regarding activities, interests, opinions and purchasing decisions included in both categories

Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dahmiri
Date Deposited: 22 Mar 2021 12:50
Last Modified: 22 Mar 2021 12:50
URI: https://repository.unja.ac.id/id/eprint/18790

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