Pengaruh Gaya Hidup, Brand Image, Product Quality dan Word of Mouth terhadap Keputusan Pembelian di Fore Surabaya. (The Influence of Lifestyle, Brand Image, Product Quality and Word of Mouth on Purchasing Decisions at Fore Surabaya).

Fiorentino, Kevin (2023) Pengaruh Gaya Hidup, Brand Image, Product Quality dan Word of Mouth terhadap Keputusan Pembelian di Fore Surabaya. (The Influence of Lifestyle, Brand Image, Product Quality and Word of Mouth on Purchasing Decisions at Fore Surabaya). Undergraduate thesis, Universitas 17 agustus 1945 Surabaya.

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Abstract

This study aims to prove and analyze the influence of Lifestyle, Brand image, Product Quality, and Word Of Mouth variables partially and simultaneously on Purchasing Decisions at Fore Surabaya. This study used the Purposive Sampling method obtained from the results of respondents' answers to questionnaires / questionnaires given to those who had bought drinks at Fore Surabaya. with a total population of 98 people. And Testing in this study uses descriptive analysis techniques, instrument tests (validity and reliability tests), classical assumption tests (normality tests and multicollinearity tests), multiple linear regression analysis, hypothesis testing techniques using SPSS 26 software. Testing and data analysis using SPSS includes instrument tests, classical assumption tests, hypothesis testers and multiple linear analysis. The validity test results are all valid indicators. While reliability tests are all reliable. For the results of the classical assumption test, all results meet the criteria, where the hypothesis test is the influence of Lifestyle on Purchasing Decisions is significant, Brand Image on Purchasing Decisions is significant, Product Quality on Purchasing Decisions and Word Of Mouth on Purchasing Decisions is significant. The coefficient analysis shows an Adjusted R square of 0.671 Lifestyle (X1), Brand image (X2), Product Quality (X3), and Word Of Mouth (X4) Simultaneously to purchase decisions by 67.1%, the remaining 32.9% is influenced by other variables.

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