Pengaruh Gaya Hidup, Brand Image, dan Social Media Marketing Terhadap Keputusan Pembelian Produk Herbalife Di Kecamatan Pasirian (Studi Kasus Pada Aicy Club, KS Club, dan Dena’s Club)

Abstract

People realize the importance of maintaining health, by consuming health nutrition, one of which is Herbalife products. Herbalife is able to influence people's lifestyles, therefore companies must be able to build a brand image and market their products withmethods social media marketing so that they can influence consumer purchasing decisions. The purpose of this research is to know the influence of Lifestyle, Brand Image and Social Media Marketing partially on the Purchase Decision. The location of this research is in Pasirian District (Case Study on Aicy Club, KS Club and Dena's Club), the number of respondents is 55 people who use Herbalife products. The sampling method in this research is purposive sampling. The data analysis technique used in this research is multiple linear regression analysis. The results showed that partially the lifestyle andvariables brand image had a significant effect on purchasing decisions. For thevariable, it social media marketing does not have a significant effect on the buyer's decision. The results of the f test of lifestyle variables, brand image and social media marketing have a high level of model feasibility for purchasing decisions. The coefficient of determination ( ) of 56.6% shows the magnitude of the influence of lifestyle variables, brand image, social media marketing on purchasing decisions, while the remaining 43.4% purchasing decisions are influenced by other variables not examined in this study, namely Word Of Mouth.