Pengaruh Gaya Hidup, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Produk Skincare G2 Glow di Kota Batam
DOI:
https://doi.org/10.51903/jupea.v6i2.6430Kata Kunci:
Lifestyle; Product Quality; Brand Image; Purchase DecisionAbstrak
This study aims to examine how lifestyle, product quality, and brand perception influence customer decisions in Batam City to purchase G2Glow skin care products. A total of 204 respondents who had used G2Glow products were selected from the customer base using purposive sampling. In addition to testing data quality, impact, traditional assumptions, and hypotheses, the data obtained were analyzed using multiple linear regression. The results of the linear regression study show that lifestyle, product quality, and brand image have a positive and significant influence on purchasing decisions Together, these three factors can explain purchasing decisions. The T-test and F-test show that customer decisions in Batam City to purchase G2Glow skin care products are favorably and significantly influenced by lifestyle, product quality, and brand image, both separately and together. This study offers in-depth information about product marketing tactics in the cosmetics sector to help businesses understand and improve the factors that influence consumer choices. A more successful marketing approach can be used to increase product competitiveness in the market by considering lifestyle, product quality, and brand image.
Referensi
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Apriani Serli, & Bahrun Khairul. (2021). Pengaruh Citra Merek, Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Maskara Maybelline. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 2(1), 14–25.
Hilda Puspita Pratyaharani, Suroso, A. I., & Ratono, J. (2022). Pengaruh Harga, Citra Merek, Kualitas Produk dan Gaya Hidup Terhadap Keputusan Pembelian Perlengkapan Bayi Bagi Ibu Milenial. Jurnal Aplikasi Bisnis Dan Manajemen, 8(3), 846. https://doi.org/10.17358/jabm.8.3.846
Jaya, U. A., Al Rahman, M. F. S., Winarni, R., Akbar, T., & Raspati, G. (2025). PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi Pada Toko Oh!Some Living World Grand Wisata Bekasi). MBA Journal: Management, Business Administration, and Accounting Jounal, 02(01), 22–32.
Mustofa, A. N., & Wiyadi, W. (2023). Pengaruh Brand Image, Kualitas Produk, Persepsi Harga, Gaya Hidup Terhadap Keputusan Pembelian. Value : Jurnal Manajemen Dan Akuntansi, 18(1), 136–147. https://doi.org/10.32534/jv.v18i1.3875
Rangga Kusuma Wijaya, & Amaria, H. (2024). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian. Transgenera: Jurnal Ilmu Sosial, Politik, Dan Humaniora, 1(2), 22–35. https://doi.org/10.35457/transgenera.v1i2.3743
Rizki Aldiesi, D., & Wahyudin, N. (2024). Pengaruh Citra Merek, Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian Konsumen Indomaret Melalui Keunggulan Bersaing Sebagai Variabel Intervening. Jurnal Aplikasi Bisnis Dan Manajemen, 10(1), 301. https://doi.org/10.17358/jabm.10.1.301
Wulandari, A., & Mulyanto, H. (2024). Keputusan Pembelian Konsumen. In Journal GEEJ (Vol. 7, Issue 2). https://publisher.alungcipta.com/books/keputusan-pembelian-konsumen/
Afiana, L., Damarsiwi, E. P. M., & Yustanti, N. V. (2022). Pengaruh Gaya Hidup, Brand Image dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Bro And Sis Cafe Kota Bengkulu. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(1), 423–431. https://doi.org/10.37676/ekombis.v10i1.1750
Apriani Serli, & Bahrun Khairul. (2021). Pengaruh Citra Merek, Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Maskara Maybelline. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 2(1), 14–25.
Hilda Puspita Pratyaharani, Suroso, A. I., & Ratono, J. (2022). Pengaruh Harga, Citra Merek, Kualitas Produk dan Gaya Hidup Terhadap Keputusan Pembelian Perlengkapan Bayi Bagi Ibu Milenial. Jurnal Aplikasi Bisnis Dan Manajemen, 8(3), 846. https://doi.org/10.17358/jabm.8.3.846
Jaya, U. A., Al Rahman, M. F. S., Winarni, R., Akbar, T., & Raspati, G. (2025). PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi Pada Toko Oh!Some Living World Grand Wisata Bekasi). MBA Journal: Management, Business Administration, and Accounting Jounal, 02(01), 22–32.
Mustofa, A. N., & Wiyadi, W. (2023). Pengaruh Brand Image, Kualitas Produk, Persepsi Harga, Gaya Hidup Terhadap Keputusan Pembelian. Value : Jurnal Manajemen Dan Akuntansi, 18(1), 136–147. https://doi.org/10.32534/jv.v18i1.3875
Rangga Kusuma Wijaya, & Amaria, H. (2024). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian. Transgenera: Jurnal Ilmu Sosial, Politik, Dan Humaniora, 1(2), 22–35. https://doi.org/10.35457/transgenera.v1i2.3743
Rizki Aldiesi, D., & Wahyudin, N. (2024). Pengaruh Citra Merek, Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian Konsumen Indomaret Melalui Keunggulan Bersaing Sebagai Variabel Intervening. Jurnal Aplikasi Bisnis Dan Manajemen, 10(1), 301. https://doi.org/10.17358/jabm.10.1.301
Wulandari, A., & Mulyanto, H. (2024). Keputusan Pembelian Konsumen. In Journal GEEJ (Vol. 7, Issue 2). https://publisher.alungcipta.com/books/keputusan-pembelian-konsumen/
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