Peran Gaya Hidup, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian: (Studi Kasus Pada Konsumen Brand fashion H&M di The Park Mall Semarang)

Frisca Marshanda Faradilla; Roymon Panjaitan; Vincent Didiek wiet aryanto; Imam Nuryanto

doi:10.55606/jaemb.v6i2.11004

Peran Gaya Hidup, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian

(Studi Kasus Pada Konsumen Brand fashion H&M di The Park Mall Semarang)

Authors

Frisca Marshanda Faradilla Universitas Dian Nuswantoro
Roymon Panjaitan Universitas Dian Nuswantoro
Vincent Didiek wiet aryanto Universitas Dian Nuswantoro
Imam Nuryanto Universitas Dian Nuswantoro

DOI:

https://doi.org/10.55606/jaemb.v6i2.11004

Keywords:

lifestyle, product quality, promotion, purchase decision

Abstract

This study employs a quantitative survey approach. Data were collected through questionnaires distributed to consumers who had previously purchased H&M products. This study employs a quantitative approach using a survey method, in which data were collected through the distribution of questionnaires to consumers who have purchased H&M products. The sampling technique used was purposive sampling, with a total of 120 respondents. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.0 software. The results indicate that product quality and promotion have a positive and significant effect on purchase decisions, while lifestyle does not have a significant effect. These findings suggest that product quality and the effectiveness of promotional strategies play a dominant role in influencing H&M consumers’ purchase decisions, whereas lifestyle factors tend to be less dominant. This study is expected to provide practical contributions for companies in formulating more effective marketing strategies and to serve as a reference for future research.

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Published

2026-07-04

How to Cite

Frisca Marshanda Faradilla, Roymon Panjaitan, Vincent Didiek wiet aryanto, & Imam Nuryanto. (2026). Peran Gaya Hidup, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian: (Studi Kasus Pada Konsumen Brand fashion H&M di The Park Mall Semarang). Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 6(2), 1249–1262. https://doi.org/10.55606/jaemb.v6i2.11004