Effect of Promotion Mix on Purchasing Decisions on the Shopee Platform with Lifestyle as an Intervening Variable

Abstract

This research was conducted to evaluate the influence of mix promotion (promoting products through sales, advertising, personal selling, public relations, and direct marketing) on consumers purchasing decisions, with lifestyle as an intervening variable. This type of research is a quantitative study with a descriptive approach and the data analysis used in this study is path analysis. There is also a way to take samples, namely using saturated samples (saturation sampling) by means of questionnaires given to all graduate students who are active in lectures as many as 118 people in the time period January 30, 2023 to February 9, 2023, from 118 samples that provide responses or feedback totaling 61 people According to the results of the analysis, it can be seen that the promotion mix has a significant impact on the purchase decision, the greater the chance of the purchase decision when purchasing or using our products. From the results of the analysis, it can be seen that there is a significant impact between lifestyle and purchase decisions. According to the results of the path analysis, there is no evidence that the promotion mix has a significant impact on lifestyle purchase decisions.