PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC DI KEPANJEN

This study aims to examine the influence of brand image, product quality and lifestyle on purchasing decisions for Skintific skincare in Kepanjen. This data was obtained through a survey using a Google Form questionnaire of 100 respondents using a purposive sampling technique among Skintific consumers in Kepanjen. The data analysis technique uses a multiple equation model with the help of SPSS 25. Research findings show that brand image, product quality and lifestyle influence purchasing decisions positively and significantly, while the f test shows that brand image, product quality and lifestyle influence simultaneously on the decision to purchase Skintific skincare in Kepanjen.