SKRIPSI: Pengaruh Gaya Hidup Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Kosmetik Maybelline di Kota Yogyakarta

Sari, Listiana (2023) SKRIPSI: Pengaruh Gaya Hidup Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Kosmetik Maybelline di Kota Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The study aims to determine the effect of lifestyle, product quality and brand image on Maybelline cosmetic purchasing decesions in the city of Yogyakarta. The data collection method used a questionnaire distributed via google form.The population of this study is Maybelline cosmetic users in the city of Yogyakarta. Sampling was done using Non-Probability Sampling with purposive sampling technique. The number of samples is 110 respondents. The data analysis technique used is multiple linier regression analysis.The results of this study indicate that lifestyle does not affect on Maybelline cosmetic purchasing decisions in the city of Yogyakarta. Meanwhile , the product quality and brand image had a positive and significant impact on purchasing decisions of Maybelline cosmetics in the city of Yogyakarta.

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