Decision of Purchase Based on Life Style and Brand Image through Interest in Buying Personal Care Products in PT Easton Klaeris Indonesia Branch of Padang

This study aims to explain the effect of life style and brand image on purchasing decisions for personal care products. The analytical method uses descriptive and quantitative approaches in which data collection uses questionnaires. This questionnaire was delivered to respondents by interview. The sample size is 100 respondents. The results showed that life style simultaneously had no effect on purchasing decisions, brand image simultaneously had a positive and significant effect on purchasing decisions, buying interest influenced life style in a persial manner and had a significant effect. Brand image influenced buying interest in a persial manner and had a significant effect. Purchasing interest has a positive and significant influence on purchasing decisions, the influence of intervening buying interest on life style variables shows no significant effect and buying interest on brand image variables shows a higher influence. Thus it is recommended that marketers use brand image to build purchasing decisions and buying interest as a support for building customer mind shares.


INTRODUCTION
Technological sophistication makes it easy for companies to both manufacturing, trading and services to sell their names and companies to the world wide. On the other hand, the development of technology raises competition between companies will be more stringent. The company should have power in the face of its competitors. But not so with PT Easton Kaleris Indonesia They do not utilize the existing situation by not creating advertisements in both print and social media they only expect promotion from their marketing team, they do not form a brand Yaang can lift their brand name in the eyes of consumers.Imagery is the perception and trust of consumers to goods or services that reinforce brand loyalty and increase repurchase. Brands play an important role in contributing to influencing consumers to make purchase decisions. Good brand determination will create a strong brand image for consumers, because the brand that is already attached to the consumer's heart is the most valuable asset for the company.Consumers who are accustomed to using certain brands tend to have consistency over brand image. Brands are symbols or signs that help customers identify products. Brand image also has a very important role for customer satisfaction. Brand image relationships with consumer satisfaction are influenced by satisfactory product experience. Consumers who are satisfied with a brand will continue to repurchase because they believe and are satisfied so that the consumer is not easily tempted by the promotion of the competitor. Life style is seen from psychological is the expression and the attractiveness of a person to his social environment. The purchase of personal care products arises when a consumer experiences a very strong boost because they already care about their bodies, want to look youthful and always fragrant, they are more likely to replicate what else becomes a trend Good for his idol and the average community who use it. Based

Purchase Decision
The purchase decision is also said when the consumer after conducting his evaluation of his interests and needs then make a product purchase process and round the Baucalis to drop the option to properly buy a particular product . Decision making activities also mean that individual activities do directly to acquire and use and also determine the process of development decisions. Consumer behaviour is further influenced by the satisfied or not the satisfaction of a product. If the consumer is satisfied then he will present the loyalty to buy the product again. The purchase decision making process is very varied. There are simple and complex adapulas.

Life Style
Lifestyle is the ability to set the pattern of life to understand and measure the dimensions of activity that it does, interests and opinions. Judging in terms of work, hobbies, shopping, sports and social activities we can categorize as activity dimensions (activity), while fashion, recreation, family and food parts of the Interes dimension (interest). For about of themselves, the social problems, business and product dimensions of the opinion. The application of a different lifestyle TIPISD with personality, because the lifestyle of how to use the money. Personality depicts consumers more to an interal perspective, which demonstrates the characteristics of their mindset, feelings and perception of something. Lifestyle or better known life style especially in daily life has an impact on the behaviour of purchasing every product that it needs.

Brand Image
According to (Kotler & Keller, 2009) called the brand is a name, term, marking as well as a symbol or emblem, design, color, motion or a combination of other product attributes that used to identify the identity and differentiation To competitors ' products. Brand as a name, logo, and symbol that distinguishes a product or service from its competitors based on certain criteria. Based on the research and refers to the element of the brand image above, it can be analogoed to the following statement: Brand image fece Mask and Eau de Toilette have a consumer memory is a brand of personal care products, has a suitable design With its name character, Life style refers to the classification of consumers, while purchasing decisions as an option and ready to make purchases or the use of an item. According to Kotler (2005:69) The brand image of a product appears together until it is hard to distinguish and judged by its users. The way to overcome it by creating a distinctive design that differs from competitors and can also be applied by creating ads that involve celebrities will create a strong appeal.

Buy Interest
A buying interest is a desire that arises in the consumer of a product as the impact of the observation and the disagreement of the consumer or individual to a product. Durianto (2013:58) reveals that buying interest is the desire to have a product, the buying interest will arise when a consumer has been affected to the quality and quality of a product, information about the product, while Simamora (2011:106) said that the interest in buying against a produly arises because of the belief in a product that is accompanied by the ability to purchase the product, otherwise the value of the purchase of a product may also occur by the influence of the person Trusted by potential customers. Buying intent can also arise when a consumer feels very interested in a variety of information about products acquired through advertising, the person's experience and the urgent need of a product.

Population and Samples
The population used in this research is the whole Kalanagn society that comes shopping product personal care brand Vivelle from PT Easton Kaleris Indonesia. The samples used in this study were users of the Vivelle brand of product Persoe in Padang. Sampling is carried out by the Quota Sampling technique, which is the technique to determine the sample of the population that have certain criteria up to the desired number of (Sugiyono, 2008). The criteria used by researchers in this study were respondents who used Personal care brand Vivelle products. Samples of 100 Consumers who used personal care brand Vivelle products in Padang.

Data Analysis Methods
Data analysis begins with tabulation continued with validity test, reliability and pathway analysis. The test is then continued with the Regression test to test the influence of the purchase decision variables based on life style and brand image through buy interest. While for the other two variables (life style variables and buying interests) have a value of Thitung which is greater than the latter so that it can be said that both variables significantly affect the purchase decision. In accordance with the requirements of Trimming method will be applied if a variable or some exogenous that the path coefficient is not significant by removing the variables from the model. Furthermore the remaining models, again will be processed with the analysis of the path without the inclusion of an insignificant exogenous variable (in this research is the variable life style). The following results are obtained as shown in the following Table 6 after the Trimming method is applied.

RESEARCH AND DISCUSSION RESULTS
After the re-analysis is repeated, from Thus, the influence of buying interest intervening has a major role in determining the level of purchasing decision of one consumer to personal care brand Vivelle product. Therefore the results of this study are more emphasized on the indirect influence of the exogenous variables that are researched rather than direct influences.

CONCLUSION
• Life style has no effect on purchasing decisions. A constantly changing lifestyle will not affect the decision of the buyer's personal Carea product that will follow the increasingly advanced and modern times. • Brand Image is influential and significant to the purchase decision. The meaning of personal care products has been known by the public and the product has good image in the middle of society or customers • The interest rate of purchasing user Personal Care brand Vivelle products is influenced by a partial life style factor and has a noticeable effect on buying interest. • The interest rate of purchasing user Personal Care brand Vivelle products is also influenced by the brand image factor partially and significantly. • The results showed a significant buying interest factor affecting the purchasing decision as a partial user of the personal care Vivelle product. • Compared to the direct influence of life style and Brand image and indirect influence through intervening variables that buy interest has a higher influence. This means that the influence of intervening in buying interest has a significant role in determining the level of purchasing decisions of personal care Vivelle products in particular. • Personal Care Vivelle products in particular a product with a brand that they have considered positive, the customer will maintain it so that the purchase decision creates. Judging by the indirect influence through the purchase interest intervening variables have a greater influence, where the buying interest will be a large contribution member to the decision of the purchase of personal care Vivelle products.

ADVICE
• To improve the satisfaction of users of personal care Vivelle products, the company is expected to continue to innovate by updating its products and using the latest technology in the product. The Vivelle party is expected, besides always improving the quality of its products. • To increase the interest of the buying user of personal care products, PT. Easton Kaleris Indonesia should be able to increase empathy in delivering the product. This is because the empathy factor has an indirect influence on purchasing decisions through buying interest as a intervening variable. • To increase the decision to purchase personal care brand Vivelle products, PT Easton Kaleris Indonesia is expected to continue working to maintain service services provided by the company against the users of personal care products. • It is expected that the company PT Easton Kaleris Indonesia to be able to maintain and improve the quality of its products already owned today. With good quality, customers/consumers will feel satisfied