PENGARUH GAYA HIDUP DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIANTAS DI KONTER RUMAH WARNA ROYAL PLAZA SURABAYA

Abstract

This research discuss about the effect of life style and brand image towards the buying decision bags in
Rumah Warna counter at Royal Plaza Surabaya. The background of the study is the importance of bag which is a
part of women fashion and lifestyle. Nowadays, the function of bag is not only for carrying women’s need but also to
make perfect women’s appearance. Rumah warna is one of the famous brand that can fulfill women’s need.The
purpose of this research is describing the effect of life style and brand image towards the buying decision bags in
Rumah Warna counter at Royal Plaza Surabaya both simultant and partial way. This research is descriptive
research that use quantitative approach. The data are taken from questionnaire, observation, interview and
documentation. This reasearch is conducted in Rumah Warna counter at Royal Plaza Surabaya.The result of thi
research is signification F = 0,000 < alpha (0,05), it means that there is a significant simultantly effect between life
style and brand image towards choice of buying. Signification test t variabel X1 = 0,023< 0,05 and signification test
t variabel X2 = 0,000< 0,05, it means that there is partial effect between life style and brand image towards buying
decision. Adjusted R Square point result is 0,269 which is meant 26,9% of buying decision bag in Rumah Warna
counter at Royal Plaza Surabaya affected by life style and brand image. Whereas 73,1% can be affected by other
variabel. The conclusion of this research, there is a significant effect between life style and brand image towards
the buying decision bags in Rumah Warna counter at Royal Plaza Surabaya.

Keywords: Lifestyle, Brand Image, Buying Decision