Pengaruh Harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Dengan Healthy Lifestyle Sebagai Variabel Moderasi Pada Yogurt Cimory Di Daerah Istimewa Yogyakarta

Nastiti Kumaralalita (STIE Widya Wiwaha Yogyakarta)
Uswatun Chasanah (STIE Widya Wiwaha Yogyakarta)

Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

This study aims to analyze the influence of price, product quality, and promotion on purchasing decisions with a healthy lifestyle as a moderating variable. This study used a quantitative method with a sample of 100 respondents taken using a purposive sampling technique. Data were analyzed using SmartPLS 4.0. The findings indicate that price and promotion have a significant and accepted influence on purchasing decisions. This is in contrast to product quality, which does not show a significant influence and is rejected regarding purchasing decisions. This study also found that a healthy lifestyle does not strengthen or weaken the influence of price, product quality, and promotion on purchasing decisions. However, this finding also indicates that a healthy lifestyle has a significant influence on purchasing decisions. The conclusion shows that product quality does not influence purchasing decisions, but is more influenced by promotion and price. While a healthy lifestyle does not act as a moderator in this relationship, but as a direct dominant predictor.