ANALISIS PENGARUH HEALTHY LIFESTYLE, NUTRITION LABEL, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MEREK LEMONILO PADA MASYARAKAT KOTA PEKANBARU - Jennifer Chandra; Sarila Sarila (Institut Bisnis dan Teknologi Pelita Indonesia, 2025)
The purpose of this research was to analyze the effect of healthy lifestyle, nutrition label, perceived value on purchase decision for Lemonilo brand instant noodles. The population in this research were consumers in Pekanbaru city who had bought and consumed Lemonilo brand instant noodles, whose exact number was not known with certainty, so using the Roscoe formula, the sample was set at 120 people using the accidental sampling method. The results of this research was (1) healthy lifestyle has a positive and significant effect on purchase decision. (2) nutrition label has a positive but not significant effect on purchase decision. (3) perceived value has a positive and significant effect on purchase decision. Penelitian ini bertujuan untuk meanganalisa pengaruh healthy lifestyle, nutrition label, perceived value terhadap keputusan pembelian mie instan merek Lemonilo. Populasi dalam penelitian ini adalah konsumen di kota Pekanbaru yang pernah membeli dan mengonsumsi mie instan merek Lemonilo yang jumlahnya tidak dapat diketahui dengan pasti, maka dengan menggunakan rumus roscoe sampel ditetapkan sebesar 120 orang dengan metode accidental sampling. Hasil penelitian menyatakan bahwa (1) healthy lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) nutrition label berpengaruh positif namun tidak signifikan terhadap keputusan pembelian. (3) perceived value berpengaruh positif dan signifikan terhadap keputusan pembelian.