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All Journal Benefit : Journal of Bussiness, Economics, and Finance
A.T, Andi Cinta Nafsari
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Economics, Econometrics & Finance Education

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Pengaruh Merek Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Pada Toko Celcius Kota Palopo A.T, Andi Cinta Nafsari; Fajri, Andi.Muh; Wikra, Aji
Benefit: Journal of Bussiness, Economics, and Finance Vol. 3 No. 2 (2025): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v3i2.1367

Abstract

This study aims to analyze the influence of brand and lifestyle on product purchasing decisions at the Celcius Store in Palopo City. As a local fashion brand, Celcius strives to attract consumers, particularly young people, through a strong brand image and trendy product styles. However, the influence of brand appeal and consumer lifestyle on purchasing decisions remains unknown. This study used a quantitative approach with a survey method, distributing questionnaires to 100 respondents who had purchased Celcius products at least twice in the past three months. Data were analyzed using multiple linear regression using SPSS version 25. The results showed that both simultaneously and partially, brand and lifestyle variables significantly influenced purchasing decisions. Lifestyle variables had a more dominant influence than brand. These findings suggest that consumers consider a product's suitability to their lifestyle before making a purchase decision. Therefore, the Celcius Store needs to strengthen its brand image and align its product offerings with the lifestyle preferences of its target market.
Co-Authors Fajri, Andi.Muh Wikra, Aji