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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Nastiti Kumaralalita
STIE Widya Wiwaha Yogyakarta
Economics, Econometrics & Finance

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Pengaruh Harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Dengan Healthy Lifestyle Sebagai Variabel Moderasi Pada Yogurt Cimory Di Daerah Istimewa Yogyakarta Nastiti Kumaralalita; Uswatun Chasanah
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.9696

Abstract

This study aims to analyze the influence of price, product quality, and promotion on purchasing decisions with a healthy lifestyle as a moderating variable. This study used a quantitative method with a sample of 100 respondents taken using a purposive sampling technique. Data were analyzed using SmartPLS 4.0. The findings indicate that price and promotion have a significant and accepted influence on purchasing decisions. This is in contrast to product quality, which does not show a significant influence and is rejected regarding purchasing decisions. This study also found that a healthy lifestyle does not strengthen or weaken the influence of price, product quality, and promotion on purchasing decisions. However, this finding also indicates that a healthy lifestyle has a significant influence on purchasing decisions. The conclusion shows that product quality does not influence purchasing decisions, but is more influenced by promotion and price. While a healthy lifestyle does not act as a moderator in this relationship, but as a direct dominant predictor.
Co-Authors Uswatun Chasanah