Pengaruh Gaya Hidup dan Harga Terhadap Keputusan Pembelian Skincare Wardah (Studi Kasus Pada Konsumen Wardah Bengkalis)

This research is an associative study that aims to analyze the effect of lifestyle and price on Wardah skincare purchasing decisions. The population in this study were Wardah consumers in Bengkalis. The sampling technique used in this study was Nonprobability Sampling with Snowball Sampling technique, with a total of 100 respondents. The data analysis method used is multiple regression analysis. The results showed that Lifestyle and price have a significant effect on purchasing decisions with an Fcount value of 50.432 greater than the Ftable value, namely 50.432> 3.089 and a significant value of 0.000 is obtained, so H1 is accepted. Lifestyle has a significant effect on purchasing decisions with a tcount greater than the ttable value, namely 2.115> 1.985 and obtained a significance value of 0.037, then H2 is accepted. Price has a significant effect on purchasing decisions with a tcount value greater than the ttable value, namely 6.422> 1.985 and a significance value of 0.000 is obtained, so H3 is accepted. This states that lifestyle and price variables influence purchasing decisions. For the R determination test value of 0.510, it shows that 51% has a variation in purchasing decisions that can be explained by lifestyle and price, while 49% is influenced by other variables outside the study.