PENGARUH KUALITAS PRODUK, HARGA, KUALITAS LAYANAN, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA MUSLIMAH BEAUTY CARE & SPA DI KOTA PADANG

Abstract

This study aims to determine how big the influence quality of product, price, quality of
service and life style of the purchase decision on the Muslimah Beauty Care and Spa of Padang
city. The samples used by one hundred thirty eight respondents which was taken by using
purposive sampling method. The data was obtained by using questioner were analyzed with
multiple linear regression models. The results showed that there is a positive and significant
effect of quality of product, price and life style of the purchase decision. Also the quality of
service had no significantly positively effect on the purchase decision. was results showed that
simultaneously and partially that variable quality of product, price, and life style significantly
influence consumers' purchasing decisions. In order to continuously improve the quality of
service on Muslimah Beauty Care & SPA in the city of Padang, can be by sussested to trained
employees to be always ready to respond to consumers demand and to understand the needs of
consumers.
Keywords : quality of product, price, quality of service, life style and purchasing decisions