PENGARUH GAYA HIDUP, GETOK TULAR ELEKTRONIK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOISTURIZER THEORIGINOTE

This study aims to test (1) the influence of lifestyle on the purchase decision of the originote moisturizer, (2) the influence of electronic word of mouthon the purchase decision of the originote moisturizer, (3) the effect of price on the purchase decision of the originote moisturizer.The method used in this study is a quantitative method. Data was collected through the distribution of questionnaires distributed online to 450 respondents who are consumers of The Originote moisturizer products throughout Indonesia. The sampling technique uses a non-probability sampling method with a purposive sampling technique. The data analysis technique used is multiple linear regression. The results of the study show that lifestyle, electronic viral get-go, and price together have a significant effect on the purchase decision of the originote moisturizer. Partially, lifestyle (X1) has a positive effect on the purchase decision (Y) of the originote moisturizer, which can be seen from t count 3.844 > t table 1.966 and so the significance value is 0.001 ≤ 0.05. Getok viral electronic (X3) does not have a positive and significant effect on the purchase decision (Y) of the originote moisturizer, this can be proven from t count 1.135 > t table 1.966 and so the significance value is 0.001 ≤ 0.05. and the price (X3) has a positive effect on the purchase decision (Y) of the originote moisturizer, this is evidenced by the value of t calculated as 2.484 > t table 1.966 and so the significance value is 0.001 ≤ 0.05. Keywords: Lifestyle, Electronic word of mouthand and price, purchase decision, moisturizer the originote.