<![CDATA[This investigation examines the escalating competitive landscape within the healthy food sector, specifically encompassing Salad Moi products in Yogyakarta. It underscores the imperative to comprehend the determinants infIuencing consumer purchasing behavior. The central aim of this investigation is to empirically determine the infIuence exerted by product attributes, brand trust, consumer satisfaction, and lifestyle upon purchasing behavior, with purchase intention serving as the operationalized and quantifiable indicator. A quantitative methodology was adopted for this study, utilizing a survey method wherein questionnaires were disseminated to 130 participants who had previously acquired Salad Moi products. The analytical procedure employed multiple linear regression, which was performed using IBM SPSS 26 software. The findings of this study indicate a positive and statistically significant influence of product attributes, brand trust, and customer satisfaction on purchase intention. Conversely, no statistically significant influence of lifestyle on purchase intention was found. Additionally, both lifestyle and purchase intention were found to have positive and significant influences on actual purchasing behavior. Mediation analysis using the Sobel test showed that purchase intention acts as a mediator for the effects of product attributes, brand trust, and customer satisfaction on purchasing behavior; however, it was determined that purchase intention does not mediate the effect of lifestyle. Overall, the purchasing behavior of Salad Moi customers is primarily influenced by product attributes, brand trust, customer satisfaction, and purchase intention.]]>
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