Formosa Journal of Science and Technology (FJST)
Vol. 3 No. 6 (2024): June 2024

The Influence of Lifestyle, Brand Ambassador, and Electronic Word of Mouth on Consumer Purchase Decisions on Somethinc Products in The Special Region of Yogyakarta

Putry, Rizky Melyana (Unknown)
Gunawan, Hamzah (Unknown)

Article Info

Publish Date
14 Jun 2024

Abstract

The purpose of this study is to examine how lifestyle, brand ambassador, and electronic word of mouth on purchasing decisions for Somethinc products in Yogyakarta. Using questionnaires and the non-probability sampling approach, 100 respondents made up the study's sample. The research findings demonstrate that: (1) Lifestyle does not significantly impact the purchasing decisions for Somethinc products. (2) Brand ambassador positively and significantly impacts the purchasing decisions for Somethinc products. (3) Electronic word of mouth positively and significantly impacts the purchasing decisions for Somethinc products. (4) Lifestyle, brand ambassador, and electronic word of mouth collectively have a significant impact on the purchasing decisions for Somethinc products.

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Journal Info
Formosa Journal of Science and Technology (FJST)
Website

Abbrev

fjst

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Humanities Computer Science & IT Education Industrial & Manufacturing Engineering Social Sciences

Description

Formosa Journal of Science and Technology (FJST) is an open-access scientific journal that publishing full-length research papers and review articles covering subjects that fall under the wide spectrum of science and technology. FJST journal is dedicated towards dissemination of knowledge related to ...