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 getting tighter and growing very fast, which makes companies required to always keep up with changes. In facing this era, it is very necessary to have reliable management and pay more attention to the desires and needs of customers in order to compete in various marketing activities. So that the company has a strong foundation to compete. Efforts to develop a product can be an effective
strategy in providing innovative and unique product offerings in order to seize market share. The population of this study is consumers of Eiger products at the Eiger Store in Tegal City. The sample in this study is 100 respondents with certain criteria using a non-probability sampling method with an incidental sampling technique. The data collection technique uses a questionnaire. The data analysis techniques used were multiple linear regression analysis and
determination coefficient analysis. Based on the results of this study, 1) From the brand equity test on the product decision, the value of sig = 0.004 < 0.05 was obtained. 2) From the partial test of word of mouth on the product decision, the value of sig = 0.000 < 0.05 was obtained. 3) From the partial testing of lifestyle on the product decision, the value of sig = 0.000 < 0.05 was obtained. The conclusions of this study are 1) Brand Equity has a significant influence on Eiger Product Decisions at Eiger Store Tegal City. 2) Word Of Mouth has a significant influence on Eiger Product Decisions at Eiger Store Tegal City. 3) Lifestyle has a significant influence on Eiger Product Decisions at Eiger Store Tegal City.