Influence Of Lifestyle, Product Quality And Brand Image On Purchase Decisions With Health Awareness As Moderating Variables(Case Study Of Healthy Food Products Quaker Oat)
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Aug 30, 2022
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Abstract
The purpose of this study was to find out how important the level of public health awareness is to purchasing healthy food decisions by paying attention to lifestyle, product quality and brand image. This research method uses the Sem PlS 3.0 method with primary data in 2022 in the Banten community using a cluster sample of 100 respondents. The research results obtained are that there is a significant relationship between lifestyle and purchasing decisions for Quaker oat products and there is no significant relationship between product quality brand image and lifestyle on purchasing decisions partially. And simultaneously there is no finding of lifestyle, product quality and brand on purchasing decisions. There is no simultaneous ability of the health awareness variable to moderate the relationship between lifestyle, product quality and brand image on purchasing decisions
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How to Cite
yunita, I., & Selfiani. (2022). Influence Of Lifestyle, Product Quality And Brand Image On Purchase Decisions With Health Awareness As Moderating Variables(Case Study Of Healthy Food Products Quaker Oat). Enrichment : Journal of Management, 12(3), 2439-2447. https://doi.org/10.35335/enrichment.v12i3.607
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Arroyo, P. E., Liñan, J., & Vera Martínez, J. (2021). Who really values healthy food? British Food Journal, 123(2), 720–738. https://doi.org/10.1108/BFJ-04-2020-0328
Bachri, S. &Muliati. (2021). Pola Hidup Sehat Masyarakat di Era RevolusionerIndustri 4,0. Jurnal Pengabdian Teratai, 2 no 2.
Dewi, nia safitri, & Prabowo, rokh eddy. (2018). "Performa Kualitas Produk, Persepsi Harga, Promosi, Dan Gaya Hidup Dalam Mempengaruhi Proses Keputusan Pembelian Minuman Isotonik (Studi Konsumen Minuman Isotonik Di Kota Semarang). Prosiding SENDI_U 2018, 2016, 711.
Dian Fath Risalah. (2021). Angka Kejadian Penyakit Jantung Makin Meningkat. https://republika.co.id/berita/r037sw368/angka-kejadian-penyakit-jantung-makin-meningkat
Ekasari,N &Hartono, R. (2015). Pengaruh Faktor-Faktor Gaya Hidup KonsumenTerhadap Keputusan Pembelian Laptop Apple. 76–72.
Gozali. (2016). Aplikasi Analisis Multivariate Dengan Program IBM dan SPSS.
Himawan, Manajemen, S. M., Tarumanagara, U., & Tunjungsari, H. K. (2018). Pengaruh Kesadaran Kesehatan Dan Produk Makanan Terhadap Minat Beli Restoran Vegetarian Dengan Variabel Moderasi Religiusitas Di Indonesia. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(6). https://doi.org/10.24912/JMBK.V2I6.4909
Iskuntianti,N,D.Faisal,M, A. N. (2020). the influence of Brand Image,Lifestyle and Produk Quality on PurchasingDecisions,. Journal of Businnes and Management Review.
Iskuntianti, N. D., Faisal, M. A., Naimah, J., & Sanjaya, V. F. (2020). The Influence Of Brand Image, Lifestyle, And Product Quality on Purchasing Decisions. Journal of Business Management Review, 1(6), 436–448. https://doi.org/10.47153/jbmr16.752020
Joshua,D & Padmalia, M. (2016). Pengaruh Kualitas Produk terhadap Keputusan Pembelian Konsumen melalui Variabel Intervening Kepuasan Konsumen. Jurnal Ekonomark.
NEWS, C. (2021). Angka Kematian Akibat Jantung Masih Lebih Tinggi dari Covid. https://www.cnnindonesia.com/gaya-hidup/20210929192536-255-701239/angka-kematian-akibat-jantung-masih-lebih-tinggi-dari-covid
Nitisusastro, M. (2012). Konsumen dan Perilaku Konsumen.
Nurul HS. (2017). Pengaruh Kualitas Produk dan Promosi terhadap Citra merek Handpone Samsung. Jurnal Manajemen Dan Bisnis, 1 No 1.
Rojas-Rivas,E, E.-O. (2019). Consumer Perseption of ammaranth in mexicoma Traditional foodwith characteristicog funtional foods. British Food Journal, 6, 1190–1202.
Roni Sinaga. (2018). Pengaruh Gaya Hidup terhadap Keputusan pembelian(studi pada pelanggan Party and Gift Jl.Jendral Gatot Subroto No 10 Medan).
Saragih, C. V. B. (2013). Pengaruh Kualitas Produk, Ketersediaan Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Lulur Mandi Sumber. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Soepeno, D., Tumbel, A., & Umboh, S. (2015). Analisis Kualitas Produk, Brand Image Dan Life Style Terhadap Keputusan Pembelian Pakaian Wanita Di Mississippi Manado Town Square. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(1), 1096–1105. https://doi.org/10.35794/emba.v3i1.7874
Solomon. (2007). Consumer Behavior.
Sugiyono. (2016). Dokumen Karya Ilmiah | Skripsi | Prodi Teknik Informatika - S1 | FIK | UDINUS | 2016. Fik, 1(1), 1–2.
Supriatin. (2020). Eks Menkes Sebut Baru 20 Persen Masyarakat Indonesia Sadar Kesehatan. 24 Desember 2020, News. https://www.merdeka.com/peristiwa/eks-menkes-sebut-baru-20-persen-masyarakat-indonesia-sadar-kesehatan.html
Ulza, E. (2019). Pengaruh Brand Image Dan Word of Mouth Terhadap Keputusan Pembelian. Administrasi Bisnis, 8(1), 59–66.
Umiyati. (2021). Pengaruh Harga, Citra Merek, Preferensi Merek Dan Gaya Hidup Hedonisme Terhadap Keputusan Pembelian Jilbab Zoya Di Kalangan Mahasiswa (Studi pada Mahasiswa Di IAIN Metro) Guntur. 4(1), 6.