THE INFLUENCE OF LIFESTYLE, BRAND IMAGE AND PRICE ON PURCHASING DECISIONS FOR MOMOYO ICE CREAM IN PANGKALPINANG

Abstract

This study has two objectives, namely (1) understanding the implications of lifestyle for consumer purchasing decisions, (2) evaluating the implications of brand name for consumer purchasing decisions, and (3) investigating the implications of price for consumer purchasing decisions. The study subjects involved consumers who visited Momoyo Ice Cream Pangkalpinang, with a total of 80 respondents. Simultaneously, this study also aims to identify the implications of lifestyle, brand image, and price for purchasing decisions of Momoyo Ice Cream in Pangkalpinang. The study method is quantitative with data analysis techniques using multiple regression analysis. The study results prove that lifestyle has individually significant implications for purchasing decisions, while brand name has significant implications for purchasing decisions. Price also has significant implications for purchasing decisions. The study findings further prove that lifestyle, brand name, and price together have significant implications for purchasing decisions. The correlation of determination test proves that about 26.3% of the variation in purchasing decisions can be explained by lifestyle, brand name, and price, while the remaining 73.7% is implied by other factors outside this study. The correlation between the three independent variables and the dependent variable is classified as low. Therefore, the conclusion is that lifestyle, brand name, and price are not the main factors that Pangkalpinang residents consider when buying Momoyo Ice Cream.