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THE INFLUENCE OF BRAND EQUITY, WORD OF MOUTH, AND LIFESTYLE ON THE PURCHASE DECISION OF EIGER PRODUCTS AT EIGER STORE TEGAL CITY

Abstract

Competition in the business world in the current era of globalization is becoming increasingly intense and growing very rapidly. This condition requires companies to continuously keep up with changes. In facing this era, reliable management is needed, with greater attention given to the wants and needs of customers so that companies can compete in various marketing activities and build a strong foundation for competition. Efforts to develop products can be an effective strategy in offering innovative and unique products in order to capture market share. The population of this study consists of consumers of Eiger products at the Eiger Store in Tegal City. The sample in this study amounted to 100 respondents selected based on certain criteria using a non-probability sampling method with an incidental sampling technique. Data were collected using a questionnaire. The data analysis techniques used include multiple linear regression analysis and analysis of the coefficient of determination. Based on the results of this study, the following findings are obtained: (1) the partial test of brand equity on product decisions shows a significance value of 0.004 < 0.05; (2) the partial test of word of mouth on product decisions shows a significance value of 0.000 < 0.05; and (3) the partial test of lifestyle on product decisions shows a significance value of 0.000 < 0.05. The conclusions of this study are as follows: (1) brand equity has a significant effect on Eiger product purchase decisions at the Eiger Store in Tegal City; (2) word of mouth has a significant effect on Eiger product purchase decisions at the Eiger Store in Tegal City; and (3) lifestyle has a significant effect on Eiger product purchase decisions at the Eiger Store in Tegal City.