Citation:

Audina Nurrahmanita, Erna Sofriana Imaningsih. "The Influence of Lifestyle, Location, and Word of Mouth on the Purchase Decision toward Fast-Food Restaurants in Indonesia" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 381-392, 2023.

Abstract:

The study aims to identify the aspects influencing the Purchase Decisions for Fast Food Restaurant Products in Indonesia. The independent variables that have been gathered Lifestyle, Location, and Word of Mouth constitute the presurvey outcomes. In contrast, the dependent variable that has been gathered is Purchase Decision. The data analysis technique implemented in the study is Structural Equation Modelling (SEM) using PLS as the data processing tool. The population in the study is the residents of Jakarta Special Capitol, Banten, and West Java, with a total number of 220 people. Furthermore, the samples in the study are gathered by means of Judgmental Sampling and Snowball Sampling. By using the descriptive quantitative approach, the results of the study show that (1) Lifestyle has a positive and significant influence on Purchase Decision; (2) Location has a positive and significant influence on Purchase Decision; and (3) Word of Mouth has a positive and significant influence on Purchase Decision.

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Keywords:

Lifestyle, Location, Word of Mouth, Purchase Decision, Fast Food Restaurant Products.