Pengaruh Desain Produk, Brand Image, Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Teh Pucuk (Studi Kasus Pada Pelanggan UD.Marpaung Desa Kebun Sayur)

This study aims to find out how the influence of product design, brand image and life style on purchasing decisions for Teh Pucuk products in the UD. Marpaung Kebun Sayur village. The type of research is quantitative research. The
population in this study are costumers of UD. Marpaung in the Kebun Sayur village, Sei Bamban subdistrict there are 877 people who consume Teh Pucuk The samples taken was 89 people which was calculated using the Slovin formula, the sample selection for this research was determined by Puposive Sampling. The regression analysis method used os multiple linear regression and to test the hypothesis the partial significance test (T test) and simultaneous significance test
(F test) are Used. The research data were analyzed or processed using the help of the IBM SPSS version 25 program. Teh results of the partial significance test (T tast) hpothesis 1 is rejected, hypotheses 2 and 3 are accepted, The results of the simultaneouse significance test (F tast) hypothesis 4 are accepted. From the results of the study it can be concluded that product design has no influence on
purchasing decisions for Teh Pucuk products, brand imageinfluences the decision to purchase Teh Pucuk products, lifestyle influences the decision to purchase Teh Pucuk products, and product design, brand image, and lifestyle simultaneously influence the the purchasing decision of Teh Pucuk products.