Pengaruh Gaya Hidup, Citra Merek dan Harga terhadap Keputusan Pembelian Kosmetik Merek Wardah


  • Noni Sekarwati Politeknik Negeri Padang
  • Alhapen Ruslin Chandra Politeknik Negeri Padang
  • Yenida Politeknik Negeri Padang


Brand image, lifestyle, price, purchasing decision


Appearance is a matter of concern to each individual. Good looks, clean, attractive and decent can boost confidence. The use of cosmetic products provides one option to promote one's appearance in order to boost one's confidence. Among the most popular brands of cosmetics in Indonesia today are wardah. The wardah product has a good brand image among communities at prices as well. It can also contribute to one's appearance in order to meet the requirements of a lifestyle in carrying out one's activities. The study aims to find out how lifestyle, brand image and price-perceptions impact the decision to purchase cosmetics in desert city students. Data collection is done with an online questionnaire's instrument to prairies. Partial research suggests that lifestyle variables, brand image and price perceptions have both a positive and significant impact on purchasing decision variables. While research with simultaneous lifestyle variables, brand image and price perception have significant impact on purchasing decisions.