PENGARUH CITRA MEREK DAN GAYA HIDUP HEDONIS TERHADAP KEPUTUSAN PEMBELIAN JILBAB “ZOYA”

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32 citations0/0 files storedJurnal Riset Ekonomi dan manajemen

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

ABSTRACT This research aimed to analyze and discuss the effect of brand image and hedonistic life style toward the buying decision of “Zoya” veil study on hijabers community in Surabaya. Population targeted in this research was hijabers community in Surabaya who bought at least “zoya” veil more than a time in a week that minimum 19 years old. Samples were 212 respondents by sampling technique, while the sampling method used Probability Sampling. The sampling conducted by Simple Random Sampling, this is technique of sample selection from the population conducted randomly with no regard to strata in that population. Data collection techniques were using questionnaire, literary studies, interviews and data analysis technique using Multiple Linear Regression.The result shows that brands image and hedonistic lifestyle affected on the buying decision. ABSTRAKSIPenelitian ini bertujuan utuk menganalisis dan membahas pengaruh citra merek dan gaya hidup hedonis terhadap keputusan pembelian jilbab “Zoya” studi pada komunitas hijabers di Surabaya. Target populasi dalam penelitian ini komunitas hijabers di Surabaya minimal membeli jilbab “Zoya” lebih dari satu kali dalam seminggu yang berusia minimal 19 tahun. Sampel berjumlah 212 responden dengan teknik pemgambilan sampel Sedangkan metode penentuan sampel yang digunakan probability sampling Adapaun penarikan sampel dilakukan dengan simple random sampling, yaitu teknik pengambilan anggota sampel dari populasi dilakukan secara acak tanpa memperhatikan strata yang ada dalam populasi itu. Tekhnik pengumpulan data angket, studi kepustakaan, wawancara dan teknik analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa bahwa Citra merek dan gaya hidup hedonis berpengaruh terhadap keputusan pembelian.

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References

2023Prinsip-Prinsip Pemasaran 2009Manajemen pemasaran dan pemasaran jasa 1998Membidik Pasar Indonesia : Segmentasi, Targeting, dan Positioning 2012PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN MEDIA COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN 2013MAKNA JILBAB BAGI KOMUNITAS HIJABERS SURABAYA

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