PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE
This study aim is to describe and analyze the influence of lifestyle on fashion products decision purchasing on online shopping. Lifestyle is one of consumer behavior factor that determine what they needs and the way they purchase it. There are eight variables that used to measure lifestyle: actualizers, fulfilleds, believers, achiever, striver, struggler, experiencer, and maker. Sample is determined as many as 100 units, which is chosen in accidental sampling election techniques. The results showed that simultaneously eighth lifestyle variables significantly influence purchasing decisions, while others partially only four variables (actualizer, struggler, experiencer, and maker) had a significant influence. Hence, those variables should be considered to improve online service in order to increase online shopping performance.
Keywords: Online, Fashion Products, Purchase Decision, Vals 2.