Pengaruh Lifestyle dan Sales Promotion Terhadap Keputusan Pembelian Produk Makanan dan Minuman Di ShopeeFood Di Bekasi Utara
Keywords:
Lifestyle, Sales Promotion, Purchasing DecisionsAbstract
This study aims to identify and analyze the influence of lifestyle on purchasing decisions, test the influence of sales promotion on purchasing decisions, and examine the simultaneous influence of both on purchasing decisions for food and beverage products on ShopeeFood in North Bekasi. Using a quantitative approach and a descriptive survey method, primary data were collected through an online questionnaire distributed to 110 purposively selected respondents. The data were then analyzed using validity and reliability tests, multiple linear regression, and t-test and F-tests using SPSS version 26. The simultaneous test confirms that these two variables collectively contribute significantly to an increase in the proportion of purchasing decision, although only by 44.6%, while 55.4% is influence by other external variables outside the research model. These findings underscore the importance of developing promotion strategies based on local data that take into account the characteristics of urban consumption behavior and the integration of lifestyle innovations and adaptive promotion.
Keyword: Lifestyle, Sales Promotion, Purchasing Decisions.
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