THE INFLUENCE OF LIFESTYLE, BRAND IMAGE, COUNTRY OF ORIGIN ON PURCHASING DECISIONS WITH PRODUCT QUALITY AS INTERVENING

International Journal Multidisciplinary Science Pub Date : 2024-05-16 DOI:10.56127/ijml.v3i2.1304

Janudin Janudin, Hestu Nugroho Warasto

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Abstract

This research aims to examine the influence of lifestyle, brand image, and Country of Origin on purchasing decisions for Samsung smartphone products, with product quality as an intervening variable. Data collection was carried out in South Tangerang during February 2024 using the Simple Random Sampling method with 125 respondents. Analysis was carried out using Structural Equation Modeling (SEM) with SmartPLS software version 3.0. The research results show that lifestyle has a positive and significant influence on consumer preferences and purchasing decisions regarding Samsung smartphone products. Brand Image also has a positive and significant influence on the perception of Samsung product quality, where product quality acts as a mediator between Brand Image and purchasing decisions. However, the country of origin of the product does not have a significant influence on consumer preferences and purchasing decisions. This shows that factors such as Brand Image, Lifestyle and Product Quality are more dominant in shaping consumer purchasing decisions regarding Samsung products.

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以产品质量为干预因素的生活方式、品牌形象和原产国对购买决策的影响

本研究旨在探讨生活方式、品牌形象和原产国对三星智能手机产品购买决策的影响，并将产品质量作为干预变量。数据收集工作于 2024 年 2 月在南坦格朗进行，采用简单随机抽样法，共有 125 名受访者。使用 SmartPLS 软件 3.0 版的结构方程模型（SEM）进行分析。研究结果表明，生活方式对消费者对三星智能手机产品的偏好和购买决策具有积极而显著的影响。品牌形象对消费者对三星产品质量的感知也有积极而显著的影响，产品质量在品牌形象和购买决策之间起着中介作用。然而，产品的原产国对消费者的偏好和购买决策没有显著影响。这表明，品牌形象、生活方式和产品质量等因素在影响消费者对三星产品的购买决策方面起着主导作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International Journal Multidisciplinary Science

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