THE EFFECT OF ENVIRONMENTAL INFLUENCE, BRAND IMAGE, AND BRAND ATTACHMENT TOWARD CONSUMER BUYING DECISION (A SURVEY OF LOREAL PRODUCTS USERS AT HAIRCODE SALON CIBUBUR)

Abstract

This research aims to identify variables influence the most in the decision buying process of customers at Haircode Salon Cibubur by using Engel-Blackwell-Miniard model: Environmental Influences, Brand Image, and Brand Attachment The research is using a quantitative analysis. Data were gathered from 100 respondents of Haircode Salon Cibubur customers who categorized from age 30-45 who purchase or get L‟Oreal Product Service In conclusion to answer the statement of the problem, the researcher used the three variables: Environmental Influence, Brand Image, and Brand Attachment that influenced the consumer buying decision process elements, and in the end there is one variable in which environmental influence, that come up as the variable that give impact or influence the most to the consumerdecision making process of consumer buying decision of L‟Oreal products at Haircode Salon Cibubur.This research finally reveals the variables which influenced the most to the consumer decision process of Haircode Salon Customers as the reference for the business people especially the beauty product companies