THE INFLUENCE OF FASHION CONSCIOUSNESS AND BRAND IMAGE ON PURCHASE DECISION: A SURVEY ON FEMALE CONSUMER AT HOUSE OF RIA MIRANDA

This study aims to analyze and test the influence brand image and fashion consciousness on product purchasing decisions. Data were collected by distributing questionnaire and analyzed through descriptive analysis, classical assumption test, multiple linear regression analysis, F test and t test. The results of multiple linear regression analysis indicate that variable of brand image partially has significant influence on the product purchase decision variable, by showing sig. t (0.000) < α (0.05), fashion consciousness has a significant partial effect on the product purchase decision by showing sig. t (0.000) < α (0.05), brand image and fashion consciousness have significant effect on the product purchasing decision with sig value. F (0.000) < α (0.05), and the probability significance