PENGARUH HEDONIC LIFESTYLE DAN WORD OF MOUTH TERHADAP PURCHASE BEHAVIOR DENGAN PURCHASE INTENTION SEBAGAI MEDIASI PADA PELANGGAN KLINIK KECANTIKAN MS GLOW

The research aims to examine the effect of a hedonic lifestyle and word of mouth on purchase behavior with purchase intention as an intervening variable for customers in the MS Glow aesthetic clinic. Data was taken by survey via Google Forms on a sample of 250 using a purposive sampling technique from the customer population of the MS Glow aesthetic clinic. This study used path analysis and the results indicate to show that a hedonic lifestyle has a positive significant effect on purchase intention, word of mouth has a positive significant effect on purchase intention, hedonic lifestyle has positively significant effect on purchase behavior, word of mouth has a positive significant effect on purchase behavior and purchase intention has a positive significant effect on purchase behavior. Then, sobel statistics hypothesis testing shows that purchase intention mediated the effect of a hedonic lifestyle on purchase behavior and purchase intention mediated the effect of word of mouth on purchase behavior.