PENGARUH GAYA HIDUP, DESAIN DAN CITRA MEREKTERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTORMEREK SCOOPY (Studi Kasus Pada Mahasiswa Manajemen Universitas Pendidikan Mandalika)

Abstract

The aim of this research is to determine the influence of lifestyle, design and brand image on purchasing decisions for Scoopy brand motorbikes. This research uses quantitative methods with a sample size of 100 people. The results in this study prove that the Lifestyle variable (X1) has a simultaneous and partial influence on purchasing decisions via Scoopy brand motorbikes by students of the Mandalika Education University Management Study Program. This is because the sig value.0.008 is smaller than 0.05 (0.0081.984). Meanwhile, the results of the research show that the Design variable (X2) has a simultaneous and partial influence on the decision to purchase Scoopy brand motorbikes among students in the Management study program at the Mandalika University of Education. This is because the sig value. 0.014 is smaller than 0.05 (0.0141.984). And the research results show that Brand Image (X3) has a simultaneous and partial influence on the decision to purchase Scoopy brand motorbikes among students in the Management study program at the Mandalika University of Education. This is because the sig value. 0.014 is smaller than 0.05 (0.0001.984).