Pengaruh Persepsi Kualitas, Gaya Hidup Hedonis, dan Viral Marketing Terhadap Keputusan Pembelian Hijab Buttonscarves

This research aims to determine the effect of perceived quality, hedonic lifestyle, and viral marketing on purchasing decisions. Data collection was carried out using a questionnaire using a Likert scale. The sample in this study was 100 respondents. The sampling technique used purposive sampling. The data analysis technique used descriptive analysis and statistical analysis techniques tested using SPSS for Windows version 25.0. The results of the hypothesis test Perception of Quality has a significant effect on Purchasing Decisions, Hedonic Lifestyle has a significant effect on Purchasing Decisions, Viral Marketing does not have a significant effect on Purchasing Decisions. Simultaneously, the variables Perception of Quality, Hedonic Lifestyle, and Viral Marketing have a significant effect on Purchasing Decisions.