Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Skinc…

ABSTRACT This study aims to analyze the influence of lifestyle and reference groups on the purchasing decisions of Korean skincare (COSRX) in Pekanbaru City, with brand image as an intervening variable. The method used in this research is path analysis, involving 100 respondents who have purchased and used COSRX products. The results indicate that lifestyle and reference groups significant…