PENGARUH GAYA HIDUP, CITRA MEREK, SOSIAL, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TAS BRANDED KW

Abstract

This research will be carried out with the aim of being able to find out how the influence of brand image, lifestyle, price & social environment on purchasing decisions of KW branded bags in the city of Surakarta. This research falls into the category of causal associative research using a quantitative approach. This study will use a questionnaire to obtain primary data using a 5-level Likert scale. The sampling technique used was purposive sampling with a total sample of 100 respondents. The results of this study indicate that brand image, lifestyle, social environment, and product quality have a significant influence on the decision to buy KW branded bags in Surakarta.