PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN LIFE STYLE TERHADAP KEPUTUSAN PEMBELIAN SEPATU PADA TOKO HONESTO DI KOTA PADANG

Abstract

Nowdays, human need more complex to be filled. One of the human need that must be filled is the primary requirement. Shoes are one of the primary needed that must be filled by humans. Shoes are durable consumer goods as well as a store where the item characteristics always compared based on suitability, quality, brand, price, and style in the process of selecting and purchasing. The research aims to get real evidence of the influence of product quality, price, brand image and lifestyle on buying decision at the Honesto shoes store at the Padang city. The sample used 100 respondents. The technical sampling was Accidental Sampling. This research used four independent variables and one dependent variables. Based on the test result, was founded that the quality of products, price and brand image positively and significantly impact on consumer decision, and lifestyle was founded negatively effect on purchasing decisions of Honesto shoes store in Padang city.
Key words: product quality, price, brand image, lifestyle and purchase decision