Pengaruh Brand Equity Terhadap Keputusan Pembelian Yang Dimediasi Oleh Gaya Hidup

This study aims to analyze the effect of brand equity on purchasing decisions mediated by lifestyle. This research uses quantitative research. This research uses purposive sampling technique. The data in this study used primary data with the technique of distributing questionnaires to respondents with a Likert scale. The population in this study were MS Glow skincare users with a sample of 120 respondents. Data analysis in this study used PLS-SEM through the help of SmartPLS 3.0 software. The data analysis method in this study uses an evaluation of the measurement model in the outer model and inner model. The results of this study state that (1) brand equity has a positive and significant effect on purchasing decisions (2) brand equity has a positive and significant effect on lifestyle (3) lifestyle has a positive and significant effect on purchasing decisions (4) brand equity has a positive and significant effect on lifestyle significant impact on lifestyle-mediated purchasing decision