Indonesian Journal of Law and Economics Review
Vol 18 No 4 (2023): November
Marketing Management

The Influence of Brand Image, Brand Equity, and Lifestyle on Purchase Decisions at Excelso Coffee SunCity Mall Sidoarjo.
Pengaruh Brand Image, Brand Equity, dan Gaya Hidup terhadap Keputusan Pembelian pada Excelso Coffee SunCity Mall Sidoarjo


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  • Virgiawan Nurwanto,
  • Lilik Indayani*
Virgiawan Nurwanto
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v18i4.967
Published September 14, 2023
Keywords
  • Brand Image,
  • Brand Equity,
  • Lifestyle,
  • Purchasing Decisions,
  • Consumer Behavior
How to Cite
Nurwanto, V., & Indayani, L. (2023). The Influence of Brand Image, Brand Equity, and Lifestyle on Purchase Decisions at Excelso Coffee SunCity Mall Sidoarjo. Indonesian Journal of Law and Economics Review, 18(4). https://doi.org/10.21070/ijler.v18i4.967

Copyright (c) 2023 Virgiawan Nurwanto, Lilik Indayani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This research aims to investigate the impact of Brand Image, Brand Equity, and Lifestyle on purchasing decisions at Excelso Coffee in Suncity Mall, Sidoarjo. Employing a quantitative approach, the study utilized nonprobability sampling (accidental sampling) to gather responses from 100 consumers at Excelso Coffee in Suncity Mall, East Java. Data analysis involved multiple linear regression using SPSS 22.0. The findings demonstrate that brand image, brand equity, and lifestyle individually influence purchasing decisions. Furthermore, when considered simultaneously, brand image, brand equity, and lifestyle collectively have a significant impact on purchasing decisions. This study underscores the importance of these factors in influencing consumer choices. The concise and impactful title for this research could be "Influence of Brand Factors and Lifestyle on Consumer Purchasing Decisions.

Highlights:

  • Impactful Factors: Brand image, brand equity, and lifestyle influence consumer purchasing decisions.
  • Quantitative Approach: The study employs a quantitative methodology to analyze the relationships between these factors.
  • Collective Influence: The research highlights the combined effect of brand-related elements and lifestyle on consumer choices.

Keywords: Brand Image, Brand Equity, Lifestyle, Purchasing Decisions, Consumer Behavior

 

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