<![CDATA[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.]]>
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