Analisis Pengaruh Gaya Hidup Dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Merek Wardah

This study aims to analyze the attractiveness of the purchase of Wardah brand cosmetics. The population of this study is the management student of the Faculty of Economics and Business, Muhammadiyah University, Surakarta. The sampling technique used in this study is a non-probability technique that is accidental sampling where respondents were taken by chance encountered by filling out the prepared questionnaire. Based on the method and sampling technique obtained as many as 100 respondents who fit the criteria. Using the criteria for age, parents' income, pocket money and place of residence. The data collection method used is a questionnaire. Data analysis techniques in this study are validity test, reliability test, determination test (R2), model accuracy test (F test), multiple linear regression test and accuracy test of estimator parameters (t test). And also use the normality test, multicollinearity test and heteroscedasticity test. The results showed that lifestyle and brand image simultaneously or together had a significant effect on the decision to purchase Wardah brand cosmetics