THE INFLUENCE OF BRAND IMAGE AND LIFESTYLE ON THE DECISION TO PURCHASE BONIA BAGS AT THE LILI BONIA STORE IN KOTA TEBING TINGGI
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Rani Puspita
Irham Lubis
Ferdinand Simanjuntak
Cia Cai Cen
Aisyah Siregar
This research aims to determine the influence of brand image and lifestyle on purchasing decisions for Bonia bags at the Lili Bonia shop, Tebing Tinggi City. The research method used is a quantitative method using SPSS version 25.00 which was collected from the results of distributing questionnaires to Bonia Bag consumers at the Lili Bonia Shop, Tebing Tinggi City . The analytical method used in this research is using instrument tests, namely validity and reliability tests. Classic assumption tests, namely normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis tests, namely T test and F test. The results of SPSS in this research are that brand image influences purchasing decisions, lifestyle has no effect on purchasing decisions, brand image and lifestyle simultaneously influence purchasing decisions.
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