PENGARUH GAYA HIDUP DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SHIHLIN TAIWAN STREET SNACKS TRANS STUDIO MALL MAKASSAR

Berliana Dwi Sastraviana. 2023. The Influence of Lifestyle and Brand Image on Purchase Decisions at Shihlin Taiwan Street Snacks Trans Studio Mall Makassar, supervised by Nurhaeda and Bahrul Ulum Ilham.
This study aims to determine (1) The effect of lifestyle and brand image partially on purchasing decisions of consumers of Shihlin Taiwan Street SnacksTrans Studio Mall Makassar
(2) The effect of lifestyle and brand image simultaneously on purchasing decisions of consumers of Shihlin Taiwan Street Snacks Trans Studio Mall Makassar.
The research sample used was 95 respondents from 1,890 populations. The method used is the quantitative method. Sampling was carried out using the slovin formula. Data analysis using multiple regression analysis tools. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression.
Hypothesis testing is done using the t-test, f-test, and coefficient of determination (R2).
The results show that the lifestyle and brand image variables had a partial positive and significant effect on purchasing decisions. Lifestyle and Brand Image
variables simultaneously have a positive and significant effect on purchasing decisions. Lifestyle variable is a dominant factor in purchasing decisions.