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All Journal Media Teknik Sipil VA JURNAL PERSPEKTIF BISNIS Jurnal Minds: Manajemen Ide dan Inspirasi Al-Mashrafiyah : Jurnal Ekonomi, Keuangan, dan Perbankan Syariah Indonesia Journal of Halal JURNAL PENDIDIKAN TAMBUSAI axial : jurnal rekayasa dan manajemen konstruksi IJoASER (International Journal on Advanced Science, Education, and Religion) Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Jurnal Pengabdian Kepada Masyarakat MEMBANGUN NEGERI Stabilita : Jurnal Ilmiah Teknik Sipil Fakultas Teknik Universitas Halu Oleo Kendari Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ar-Ribh Shell Civil Engineering Journal Jurnal Al-Qiyam Jurnal Tana Mana Profisiensi : Jurnal Program Studi Teknik Industri Islamic Economic and Business Journal Florona : Jurnal Ilmiah Kesehatan Journal of Novel Engineering Science and Technology Room of Civil Society Development JIPM: Jurnal Indragiri Penelitian Multidisiplin Journal of Indonesian Society Empowerment Multidisciplinary Journal of Education, Economic and Culture Indonesian Journal of Community Empowerment Journal of Islamic Economic and Law (JIEL) Room of Civil Social Development Study of Scientific and Behavioral Management (SSBM) Jurnal Ekonomi Akuntansi Manajemen Agribisnis
Ahmad Efendi
SMA Negeri 2 Surakarta
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PENGARUH HEALTHY LIFESTYLE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK TROPICANA SLIM DI KOTA MAKASSAR DENGAN NIAT BELI SEBAGAI VARIABEL MEDIASI Mulyasari, Faradilla; Efendi, Ahmad; Abdullah, Wahidah
Study of Scientific and Behavioral Management Vol 7 No 2 (2026): Manajemen Keuangan Digital
Publisher : Universitas Islam Negeri Alauddin Makassar, Indonesia

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Abstract

The increasing public awareness of health has encouraged the adoption of healthy lifestyles, which in turn influence purchasing decisions for healthy food products. Brand image also plays an important role in building consumer trust in Tropicana Slim products. Based on this phenomenon, this study aims to analyze the effect of healthy lifestyle and brand image on purchasing decisions for Tropicana Slim products in Makassar City, with purchase intention as a mediating variable. This research employs an associative quantitative approach with a sample of 160 Tropicana Slim consumers selected through purposive sampling. Data were collected through an online questionnaire and analyzed using the Partial Least Squares (PLS) method with the assistance of SmartPLS 4.0.The results indicate that healthy lifestyle and brand image have a positive and significant effect on both purchase intention and purchasing decisions. Purchase intention also has a significant effect on purchasing decisions. However, purchase intention only mediates the effect of brand image on purchasing decisions and does not mediate the effect of healthy lifestyle. Keywords: Healthy Lifestyle; Brand Image; Purchase Intention; Purchase Decision; Tropicana Slim.
Co-Authors - Trimulato, - Abdu, Muhammad Abu, Viercha Zulfitri Adin, Adin Agusman Agusman, Agusman Aini Nurul Ainullah, Nur Habsatul Masna Aldha, Sitti Febriyany Alfadlilatul Azza, M. Walad Ali, Badri Ali, Rahmat Anas, M. Khalilurrahman Ardianti, Wa Ode Vicky Arifin, Asriadi Asga, Iin Diana Awaluddin, Rakhmat Azmiyati, Uzlifatul Bahar, Syamsul Bahri Cahya, Irfan Dwi Cahyaning Thias, Tesyia Agustin Choiruddin D, Sitti Febriyany Aldha. Damayanti, Elok Febriansyah, Arista Wahyu Gaffar, Muhammad Zaril Gunawan, Yazidul HAERIANTI HERIANTI Hamka Hamka, Hamka Hartomi Maulana Idwan Idwan, Idwan Idwan, Idwan Jamaal, Rosmah Jamaluddin Majid Jasmin, Jasmin Jeni Wulandari Jusmiati Jusmiati Littaqwa, Lalu Auliya Akraboe Logawali, Tamrin Lutfi, Muhtar Makruf, Asmar Maryani, Habibah Maulana Agung Pratama Mediya Destalia Muammar Makmur, Muammar Muhammad Chaiddir Hajia Mulyasari, Faradilla Mumtaza, Isyraq Musdalifah Musdalifah Ni'mah, Maslindatun Nugroho, Muhammad Iqbal Yudha Nur, Ilman Okta Nofri Patoni, Isnan Qatrunnada, Laila R. Hadiyansa, Firda Rahman, M. Akil Rahmawati Muin Ravie, Aufa Romy Talanipa Rumbayan, Hendra Kunrad Susanto Safitri, Inchi Sakinah Saputra, Diman Sari, Eny Maulita Purnama Sasmita, Ila Satrianti, Ana sayfullah, Muh Sayfullah. S, Muh. Sholihah, Nihayatus Sianto, La Simanjuntak, M. Sahban Siradjuddin Soebagio Soebagio SR, Hendra Kundrad Subchan Asy’ari Sumarsih . . Sunik Susanta, I Putu Adi Syafi’i, M Syamnarila, Ayu Putri Syamsul Bahri Takwa, Iman Tawwab, M. Abdut Verdin, Verdin Wadjdi, M. Farid Wahidah Abdullah Wahyu, Febriyani Widiyanti, Astrini Wulandari, Putu Irma Zandy Pratama Zain zulfa, indana