| dc.description.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. | en_US |
