PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DENGAN GAYA HIDUP SEBAGAI VARIABEL INTERVENING PADA PRODUK SKINTIFIC (Studi Kasus Pada Konsumen Toko Pearly Shop Kota Tebing Tinggi)

This study aims to determine the Influence of Brand Image on Purchasing Decisions with Lifestyle as an Intervening Variable on Skintific Products (Case Study on Consumers of Pearly Shop Stores in Tebing Tinggi City). The research
method used is a quantitative method using the help of SPSS version 25.00. which was collected from the results of distributing questionnaires to Consumers of Pearly Shop Stores in Tebing Tinggi City as many as 96 respondents. The analysis method used in this study is using an instrument test, namely validity and reliability tests. Classic assumption tests, namely normality tests, multicollinearity
tests, heteroscedasticity tests, multiple linear regression analysis, determination coefficient analysis (R2), hypothesis tests, namely T tests and path analysis. The
results of SPSS in this study are that Brand Image influences consumer lifestyles, Brand Image influences purchasing decisions, lifestyle influences purchasing
decisions, Brand Image influences purchasing decisions with Lifestyle as an Intervening Variable.