Pengaruh Life Style, Promosi, Brand Image terhadap Keputusan Pembelian

(Studi Empiris Pada Konsumen Pengguna Aplikasi Shopee Food Kota Denpasar)

Abstract

This study aims to determine the influence of Life style, promotion and brand image on purchasing decisions in the Shopee Food application.Research was conducted on Shopee food consumers in Denpasar City. The number of samples used in this study amounted to 110 respondents who were consumers of Shopee Food in Denpasar City taken by incidental sampling technique. Validity and reliability tests are used to test research instruments., determination analysis, t test and F test. Based on the results of the study, it can be seen that Life style has a positive and partially significant effect on purchasing decisions for consumers using the Shopee Food application in Denpasar City, Promotion has a positive and partially significant effect on purchasing decisions for consumers using the Shopee Food application in Denpasar City, Brand image has a positive and partially significant effect on purchasing decisions for consumers using the Shopee Food application in Denpasar City and Life style, promotion and brand image simultaneously affect purchasing decisions on consumers using the Shopee Food application in Denpasar City. Suggestions that can be given are: Seeing the results of the study, the Shopee Food application is expected to provide more variations of discounts or affordable price promos for consumers, look more at the latest promotional trends to attract more consumers, and update the Shopee Food logo and brand more to make it easier for consumers to remember.