ANALISIS PENGARUH BRAND PERSONALITY DAN GAYA HIDUP METROSEKSUAL KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP MEN’S DI JAKARTA (SURVEI PADA PENGUNJUNG OUTLET THE BODY SHOP GRAND INDONESIA JAKARTA)

ABSTRACT Oki Indah Lestari, 2013; Analysis on Influence of Brand Personality and Metrosexual Lifestyle towards Customer’s Purchase Decision of The Body Shop Men’s Products in Jakarta (Survey on Visitors of The Body Shop Grand Indonesia, Jakarta) The objectives of this research are: 1) to obtain descriptions around brand personality, metrosexual lifestyle, and purchase decision, 2) to analyse the influence of brand personality towards The Body Shop Men’s purchase decision, 3) to analyse the influence of customers’ metrosexual lifestyle towards their purchase decision of The Body Shop Men’s, and 4) to analyse simultaneous influence of brand personality and customers’ metrosexual lifestyle towards The Body Shop Men’s purchase decision. The unit of analysis in this research is the visitors of The Body Shop Grand Indonesia, which consist of 114 male respondents who purchased The Body Shop Men’s product in the said outlet. This research is a quantitative research with descriptive type of research and using explanatory survey method. From the descriptive analysis the following results were obtained: a) The Body Shop’s brand personalities are well-attached to the brand and also perceived well by its customers, particularly the dimension of shopistication which represents upper class, feminine, and smooth personalities, b) metrosexual lifestyle are well-identified on The Body Shop male customers particularly the dimension of attention seeker where customers highly appreciate and expect to receive exclusive treatments, c) the customers hold a positive attitude on purchase decision, especially on evaluation of alternatives stage where customers carrying out a comprehensive evaluation before making a purchase decision. The hypothesis testing indicated that: 1) the influence of customers’ metrosexual lifestyle is slightly more dominant than the influence of The Body Shop’s brand personality in affecting purchase decision, 2) The Body Shop’s brand personality in partial is significantly affecting customers’ purchase decision, 3) customers’ metrosexual lifestyle in partial is also significantly affecting customers’ purchase decision, 4) simultaneously, brand personality and metrosexual lifestyle are significantly affecting purchase decision, and 5) brand personality and metrosexual lifestyle were able to explain 73,7% variation of purchase decision, while another 26,3% were affected or explained by other variables excluded in this research. Keywords: brand personality, metrosexual lifestyle, purchase decision, The Body Sho