Shaping Consumer Choices: How Lifestyle, Quality, and Store Ambience Drive Purchasing Decisions

Nanda Tasya Amelz; Zainal Zawir Simon

doi:10.58777/mcb.v1i1.480

Authors

Nanda Tasya Amelz Fakultas Ekonomi dan Bisnis, Universitas YARSI, Jakarta
Zainal Zawir Simon Fakultas Ekonomi dan Bisnis, Universitas YARSI, Jakarta

DOI:

https://doi.org/10.58777/mcb.v1i1.480

Keywords:

Lifestyle, Product Quality, Service Quality, Store Atmosphere, Purchasing Decision

Abstract

This study aims to determine the influence of lifestyle, product quality, service quality, and store atmosphere on purchasing decisions. This study was designed as explanatory research. The study population was Zara Indonesia consumers with a sample of 80 respondents. Data was collected using a questionnaire instrument. The results showed that lifestyle had a positive and significant effect on purchasing decisions. Product quality had an insignificant effect on purchasing decisions. Service quality had a positive and significant effect on purchasing decisions. The store atmosphere had an insignificant effect on purchasing decisions. Simultaneously, lifestyle, product quality, service quality, and store atmosphere had a positive and significant effect on purchasing decisions. The R² value of 0.64 indicates that variations in the independent variables used in this study contributed to variations in the dependent variable by 64%. Managerial Implications The results of this study indicate that lifestyle and service quality have a significant effect on purchasing decisions. Therefore, Zara Indonesia management is advised to focus more on developing marketing strategies that are relevant to the lifestyles of target consumers, as well as continuing to improve service quality through employee training and a responsive service system

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