PENGARUH KUALITAS PRODUK, KETERSEDIAAN PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK LULUR MANDI SUMBER AYU DI JAKARTA

Charles Victor B. Saragih

Abstract


Abstract: This study aims to analyze the effect of product quality, product availability
and lifestyle on purchase decision. Sumber Ayu Body Scrub was taken as a case study.
This research is descriptive quantitative in nature. Both primary and secondary data
were employed. Secondary data were taken from various sources such as journals and
books. Primary data were taken using questionnaire. A total sample of 100 were
obtained. The result shows that purchase decision was influenced by product quality,
product availability and life style. The identical result found by previous researchers.
Life style was found dominant variabel toward purchase decision.
Keywords: Product Quality, Stock Availability, Life Style, Purchase Decision

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MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328

Alamat Redaksi :
Universitas Mercu Buana Program Studi Magister Manajemen
Gedung Tedja Buana Jl. Menteng Raya No.29, RT.2/RW.7, Kb. Sirih, Kec. Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10340

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