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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
Wasiman Wasiman
Putera Batam University
Economics, Econometrics & Finance

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The Influence of Brand Image, Advertising Appeal, and Lifestyle on The Purchase Intention of Janji Jiwa Consumer Valent Giodinna Lau; Wasiman Wasiman
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6337

Abstract

This study aimed to examine the influence of brand image, advertising appeal, and lifestyle on consumer interest in purchasing Janji Jiwa products. A quantitative approach was used in this study. The sampling technique applied was non-probability sampling with a total of 204 respondents. The research data was obtained through the distribution of questionnaires to Janji Jiwa consumers. Data analysis was performed using multiple linear regression with the help of SPSS software version 31. The analysis results indicate that brand image has a t-calculated of 4.266, advertising appeal has a t-calculated of 5.806, and lifestyle has a t-calculated of 5.429, with significance levels of 0.000 for each variable. These findings demonstrate that all three variables have a positive and significant effect on consumer purchase intention. Simultaneously, these three variables explain 71.9% of the influence on consumer purchase interest while the remaining 28.1% is attributable to other factors not examined in this study. These findings underscore the strategic importance of enhancing brand positioning, utilizing persuasive advertising appeals, and aligning marketing initiatives with consumer lifestyles to promote a higher purchase intention.  
The Influence of Advertising, Lifestyle, and Packaging On Purchase Decisions of Kopi Kenangan in Batam City Putri Mayanglay; Wasiman Wasiman
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6341

Abstract

The purpose of this study is to examine the individual effect of advertising, lifestyle, and packaging on purchasing decisions of Kopi Kenangan consumers in Batam City, as well as to analyze the simultaneous effect of advertising, lifestyle, and packaging on purchasing decisions. This study employs a quantitative descriptive approach using a non-probability sampling technique, namely purposive sampling. The research was conducted in Batam City, where the population size is large and cannot be precisely determined. Based on the Lemeshow formula, a total of 204 respondents were selected as the research sample. Data were collected through the distribution of questionnaires using a Likert scale. Data analysis techniques included validity and reliability tests, multiple linear regression analysis, and hypothesis testing using t-tests and F-tests. The results indicate that advertising, lifestyle, and packaging have a positive and significant effect on purchasing decisions. Effective internet-based advertising enhances brand appeal, lifestyle reflects consumers’ preferences and consumption patterns, and attractive packaging provides added value through product protection and visual appeal, which simultaneously contribute to consumers’ purchasing decisions.  
Co-Authors Putri Mayanglay Valent Giodinna Lau