Muhammad Riza D1A214037, 2019 THE EFFECT OF LIFESTYLE, PRICE AND PRODUCT QUALITY ON THE PURCHASING DECISION OF EIGER BRAND OUTDOOR EQUIPMENT IN BANJARMASIN CITY (Study of Nature Lover Students at Lambung Mangkurat University) Under the guidance of Rasyidi and Noor Hidayati

This study aims to determine the effect of Lifestyle, Price and Product Quality on Purchasing Decisions. The research approach used is a quantitative approach. The population is all Nature Lovers Students of Lambung Mangkurat Universits. The sample used in this study was 91 respondents. This research uses Proportional Stratified Random technique. Data analysis techniques using Multiple Linear Regression Analysis Techniques.

The results in this study indicate that Lifestyle (X1) partially has no significant effect on purchasing decisions with a sig t value of 0.067 above 0.05 and Price (X2) partially does not significantly influence the purchase decision with a sig t value of 0.512 above 0.05 and also Product Quality (X3) partially has a significant effect on purchasing decisions with a sig t value of 0,000 below 0.05. Tests together show there is a significant simultaneous influence on Lifestyle (X1), Price (X2) and Product Quality (X3) on purchasing decisions (Y) because the sig f value of 0,000 is below 0.05.

Keywords: Lifestyle, Price, Product Quality and purchasing decisions.