PENGARUH GAYA HIDUP, IKLAN DI TELEVISI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH JEMBER TAHUN ANGKATAN 2017-2018

This study aims to determine the effect of lifestyle, advertising on television, brand image on purchasing decisions of Wardah cosmetics on students at the Muhammadiyah University of Jember in the 2017/2018 class. The type of research used by researchers is quantitative research and data collection techniques using observation, interviews, documentation and questionnaires to 141 respondents with non-probability sampling with purposive sampling technique. The analytical tools used in this research are validity test, reliability test, classical assumption test, multiple linear
regression analysis, t test, and R^2 test. The results of testing the first hypothesis of a significant lifestyle test showed that the significant value was 0.000 < 0.05 and t_hitung 3,817 > t_table 1,960 which means that lifestyle has a positive and significant influence on purchasing decisions, for the second hypothesis, the test advertisement on television has a significant value. of 0.000 <0.05 and t_hitung 10,759 > t_table 1,960 which means that television advertising has a positive and partially significant effect on purchasing decisions, and the third hypothesis is the significant test of brand image, the results of the significant value are 0.000 <0.05 and t_count -11.089 > t_table 1.960 which means that the brand image is significant and has a partially negative influence on the purchasing decision of Wardah cosmetics. Thus, it can be concluded that of the three influential variables, namely the television advertising variable, it has a positive and significant effect on the dependent variable on purchasing decisions for students at the Muhammadiyah University of Jember in the 2017/2018 class.