PENGARUH PERILAKU KONSUMEN DAN GAYA HIDUP TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH

Abstrak

This study aims to determine how consumer behavior, lifestyles and the purchase decision process made by users of cosmetic products, the level of influence the behavior and lifestyles of consumers towards  cosmetic products Wardah partially and simultaneously.This research is quantitative  research with descriptive and causal data analysis. The study population is uknown so that the samples use a nonprobability sampling with purposive sampling type technique. Determination of respondents use Bernoulli formula to obtain 100 respondents of the brand cosmetic products Wardah. Then the analysis of data is obtained using multiple linear analysis. Results Simultaneously showed that consumer behavior and lifestyle significantly influence the purchase decision process by 59.6%. As well as partially shown that behavioral variables influence consumer purchase decision process amounted to 15.16%, the lifestyle significantly influence the purchase decision process amounted to 41.74%. While the remaining 43.1% is explained by other variables not examined in this study.

Keywords: wardah, consumer behavior, lifestyle, buying decision process.