THE INFLUENCE OF LIFESTYLE, BRAND IMAGE, AND BRAND EQUITY ON EIGER PURCHASING DECISIONS (CASE STUDY ON EIGER CONSUMERS IN MADIUN)
Varisa Kurniawati; Fery Setyawan; Diana Pramudya Wardani
General Background: The decision-making process of consumers is influenced by various factors, including lifestyle, brand image, and brand equity. Specific Background: For Eiger, a well-known outdoor equipment brand, understanding these influences...