Peran Gaya Hidup, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian: (Studi Kasus Pada Konsumen Brand fashion H&M di The Park Mall Semarang)

Frisca Marshanda Faradilla (Universitas Dian Nuswantoro)
Roymon Panjaitan (Universitas Dian Nuswantoro)
Vincent Didiek wiet aryanto (Universitas Dian Nuswantoro)
Imam Nuryanto (Universitas Dian Nuswantoro)

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

This study employs a quantitative survey approach. Data were collected through questionnaires distributed to consumers who had previously purchased H&M products. This study employs a quantitative approach using a survey method, in which data were collected through the distribution of questionnaires to consumers who have purchased H&M products. The sampling technique used was purposive sampling, with a total of 120 respondents. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.0 software. The results indicate that product quality and promotion have a positive and significant effect on purchase decisions, while lifestyle does not have a significant effect. These findings suggest that product quality and the effectiveness of promotional strategies play a dominant role in influencing H&M consumers’ purchase decisions, whereas lifestyle factors tend to be less dominant. This study is expected to provide practical contributions for companies in formulating more effective marketing strategies and to serve as a reference for future research.