Pengaruh Citra Merek, Harga dan Gaya hidup terhadap Keputusan Pembelian Produk Fashion Imitasi (Studi pada Mahasiswa Strata I FISIP USU)

Abstract

The aim of this research was conducted at the Faculty of Social and Political Sciences to investigate the effects of brand image, pricing and lifestyle on purchasing decisions of fashion imitation products emerging in this era of globalization. The aim of this research was to identify and to analyze the influence of brand image, pricing and lifestyle on purchasing decision of fashion imitation products on students of FISIP USU. This research uses 100 respondents as the sample. The sampling technique was purposive sampling method. This research used descriptive and multiple linear regression as data analyzing method. This research is using primary and secondary data which was obtained by documentation study, interview and quesionnaire whose measurement is using likert scale. Hypothesis testing using multiple linear regression analysis. As the result of this research, based on simultaneous test, it is proved that brand image, pricing and lifestyle have a significant influence on purchasing decision fashion imitation products on students of FISIP USU. Partially, brand image does not have significant effect, but pricing and lifestyle have significant effects on purchasing decision fashion imitation products on students of FISIP USU. The value of adjusted R Square = 0,295, 29,5% of purchasing decision can be explained by brand image, pricing and lifestyle, while the remaining 70,5% was explained by other factors which were not examined in this research.