PENGARUH HARGA, QUALITY PRODUCT, BRAND IMAGE DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pembelian Produk Rusel.Co Pada Pengguna Shopee di Madiun)

Eirlambang, Satrio (2025) PENGARUH HARGA, QUALITY PRODUCT, BRAND IMAGE DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pembelian Produk Rusel.Co Pada Pengguna Shopee di Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The Influence of Price, Product Quality, Brand Image, and Lifestyle towards Purchasing Decisions (A Case Study of Rusel.Co Product Purchases Among Shopee Users in Madiun). This study aims to analyze the influence of price, product quality, brand image, and lifestyle towards Rusel.Co product purchasing decisions among Shopee users in Madiun. This study used a quantitative method with a survey approach. The study sample consisted of 384 respondents, Shopee users in Madiun who had purchased Rusel.co products at least once and were aged between 15 and 65. The sampling technique used was purposive sampling. The results show that these four factors, both partially and simultaneously, have a positive and significant influence towards purchasing decisions. Price and product quality are considered important due to affordability and durability, while brand image and lifestyle are relevant to young consumers. Approximately 82.7% of the variation in purchasing decisions is influenced by these variables. This study recommends that Rusel.Co optimize price, quality, brand image, and lifestyle alignment in its strategy.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Price; Product Quality; Brand Image; Lifestyle; Purchasing Decisions.
Subjects: A Social Sciences > HB Economic Theory
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SATRIO EIRLAMBANG SATRIO
Date Deposited: 24 Oct 2025 06:44
Last Modified: 24 Oct 2025 06:44
URI: http://eprint.unipma.ac.id/id/eprint/5479

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