THE INFLUENCE OF PRICE, PRODUCT QUALITY, BRAND IMAGE, AND LIFESTYLE ON PURCHASING DECISIONS RUSEL.CO PRODUCT ON SHOPEE USERS

Satrio Eirlambang, Heny Sidanti, Hendra Setiawan

Abstract


This study aims to analyze the influence of price, product quality, brand image, and lifestyle on purchasing decisions for Rusel.Co products among Shopee users in Madiun. This study used a quantitative method with a survey approach. The study sample consisted of 384 respondents, all Shopee users in Madiun aged 15 to 65 who had purchased Rusel.Co products at least once. The sampling technique used was purposive sampling. The results showed that all four factors—price, product quality, brand image, and lifestyle—had a positive and significant influence on purchasing decisions, both partially and simultaneously. Price and product quality were considered important due to affordability and durability, while brand image and lifestyle were highly relevant to younger consumers. pproximately 82.7% of the variation in purchasing decisions was explained by these variables. This study recommends that Rusel.Co optimize price, product quality, brand positioning, and lifestyle alignment as part of its marketing strategy.

Keywords: Price, Product Quality, Brand Image, Lifestyle, Purchase Decision

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References


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