Pengaruh Citra Merek dan Gaya Hidup Terhadap Keputusan Pembelian Produk Fashion Pada Toko Online Shopee

ABSTRAK Untuk mengetahui ada tidaknya hubungan antara gender dan gaya hidup terhadap pilihan membeli barang fashion di toko online shopee, maka tujuan dari penelitian ini adalah untuk mengetahui hal tersebut. Baik data primer maupun data sekunder digunakan dalam proyek penelitian ini. Untuk keperluan penelitian ini, demografi minat terdiri dari individu-individu yang telah melakukan atau kemungkinan akan melakukan pembelian online dari pengecer online Shopee, yang secara khusus tertarik untuk membeli barang-barang fesyen. Untuk keperluan penyelidikan ini, total 107 sampel dikumpulkan. Berdasarkan temuan penelitian ini, merek tidak berperan dalam pilihan pembelian item fashion di toko online Shopee. Di sisi lain, variabel gaya hidup mempunyai peranan yang bermanfaat terhadap keputusan pembelian produk fashion di toko online Shopee. Kata Kunci: Citra Merek, Gaya Hidup,Keputusan Pembelian.   ABSTRACT To determine the extent to which customers' opinions of brands and their personal lifestyles impact their decisions to purchase apparel and accessories from Shopee, the goal of this study is to investigate the relationship between the two. For the purpose of this investigation, both primary and secondary sources of information were used. Customers who shop online, especially those who have an interest in fashion and who have either created their own shopee online businesses or shop there often, are the target audience for this study. 107 samples were used for the purpose of this inquiry. According to the results of this research, consumers' views of brands do not influence their decisions on whether or not to purchase fashion goods from Shopee's online stores. However, the elements that influence consumers' lifestyles do influence the fashion products that they choose to purchase. Keywords : Brand Image, Lifestyle, Purchasing Decisions.