Pengaruh Gaya Hidup dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Nutrition Shake Herbalife di Singaraja

Abstrak

This study aims to examine the influence of lifestyle and product quality on purchasing decisions on herbalife nutrition shake products in Singaraja. The research design used is causal quantitative research. The sample used in this study were 100 consumer respondents who had consumed and bought directly or were consuming herbalife nutrition shake products in Singaraja using a purposive sampling technique. The instrument used in this study was a questionnaire and tested by multiple linear regression analysis. The results of this study show (1) lifestyle has a positive and significant effect on purchasing decisions on herbalife nutrition shake products (2) products quality has a positive and significant effect on purchasing decisions on herbalife nutrition shake products (3) lifestyle and product quality have a significant effect on purchasing decisions on herbalife nutrition shake products.