PENGARUH CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK TAS BRANDED TIRUAN PADA WANITA KARIR DI JAKARTA

Erlita Prasetyaningsih, Rina Astini

Abstract


Women aren’t spared from the development of fashion and trends that occur around them. Especially the
fashiontrends,theproducerscreateproductsthatcanattractcareerwomen.Thisisbecausecareerwomen
have more ability to buy goodsthat canimprove herclass.This researchaims todeterminethe influenceof
brand image and lifestyle on purchasing decisions imitation branded bags on the career woman in Jakarta.
The population in this research is the career woman who likes to use a branded bag. Samples used were as
many as 100 people. The sampling technique using is purposive sampling. To answer the problem
formulation,purposeandhypothesisofthisstudy,theanalysisemployedisIBMSPSSVer.21.0.Basedonthe
analysis IBMSPSS Ver. 21.0 can be concluded that brand image have positive and significant impact on
purchasingdecisions.Thenlifestylehaspositiveandsignificantimpactonpurchasingdecisions.


Keywords


Career Woman; Brand Image; Lifestyle; Purchase Decisions;

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DOI: http://dx.doi.org/10.22441/jimb.v2i2.3702

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Jurnal Ilmiah Manajemen dan Bisnis
Fakultas Ekonomi dan Bisnis Universitas Mercu Buana
Jl. Raya Meruya Selatan, Kembangan, Jakarta 11650
Tlp./Fax: +62215871335

ISSN: 2460-8424
E-ISSN: 2655-7274


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