THE INFLUENCE OF PSYCHOGRAPHIC LIFESTYLE ON PURCHASING DECISIONS AT INDOMARET POINT COFFEE IN LHOKSEUMAWE CITY
DOI:
https://doi.org/10.5281/zenodo.22728498Keywords:
activity, psychographic lifestyle, interest, purchasing decision, opinionAbstract
This study aims to analyze the influence of psychographic lifestyle consisting of Activity, Interest, and Opinion on purchasing decisions at Indomaret Point Coffee in Lhokseumawe City. The study used a quantitative approach with primary data collected through a Likert-scale questionnaire. The research sample consisted of 108 Indomaret Point Coffee customers selected using purposive sampling. The data were analyzed using multiple linear regression with the help of SPSS. The results showed that Activity had a positive and significant effect on purchasing decisions (β = 0.400; p = 0.000), Interest had a positive and significant effect (β = 0.318; p = 0.000), and Opinion also had a positive and significant effect (β = 0.161; p = 0.039). Simultaneously, Activity, Interest, and Opinion had a significant effect on purchasing decisions with an F value of 34.749 and p = 0.000. The Adjusted R² value of 0.486 indicates that the three dimensions of psychographic lifestyle are able to explain 48.6% of the variation in purchasing decisions. These findings indicate that consumer activity, interest in products and lifestyles, and opinions formed through experience and social environment are important factors in driving purchasing decisions at Indomaret Point Coffee.
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