Stanley Nathaniel

This research aims to (1) know and explain partially influence of Lifestyle variable on Product Purchasing Decision, (2) know and explain partially influence of Product Innovation variable on Product Purchasing Decision, (3) know and explain simultaneously influence of Lifestyle and Product Innovation variable on Product Purchasing Decision. The type of research that used in this research is explanatory research. This research method is survey method with quantitative approach. Variables in this study include Lifestyle, Innovation Product, and Product Purchasing Decision. The population in this study is Women who bought Zara Product. Another characteristic is a woman between the ages of 17 to 24 years. The sampling technique in this research is nonprobability sampling with purposive sampling technique. The sample of this research is 116 respondents. Data analysis that used in this research is descriptive statistical analysis and multiple linear regression analysis. Multiple linear r...