CD Skripsi

Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Skincare Korea (COSR X) Di Kota Pekanbaru Dengan Brand Image Sebagai Variabel Intervening

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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 significantly
affect brand image. Additionally, both brand image and reference groups
influence purchasing decisions. However, the study finds that lifestyle does not
have a significant effect on purchasing decisions through brand image. These
findings provide important insights for marketers in understanding the factors
influencing consumer purchasing decisions and emphasize the importance of
brand image in the skincare industry.
Keywords: Lifestyle, Reference Group, Purchasing Decision, Brand Image,
Korean Skincare (COSRX).

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102110411

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102110411

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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