Email this article Peran halal lifestyle dan brand image dalam pembuatan keputusan pembelian produk belanja online pada generasi z di Bandar Lampung
Abstract
Tujuan dari penelitian ini adalah untuk menguji peran gaya hidup halal dan citra merek terhadap proses pengambilan keputusan membeli produk melalui platform belanja online pada individu Generasi Z yang berada di Bandar Lampung.Metode yang digunakan dalam penelitian ini adalah Kuantitatif. Menggunakan data primer dan sekunder. Populasi yang digunakan adalah Generasi Z di Bandar Lampung. Sampel penelitian menggunakan rumus slovin dengan jumlah sampel 100 orang. Dengan SPSS sebagai alat analisis. Hasil penelitian ini menunjukkan bahwa halal lifestyle berpengaruh signifikan terhadap keputusan pembelian keputusan pembelian produk belanja online pada generasi z di bandar lampung dikarenakan Generasi Z di Bandar Lampung memiliki peningkatan kesadaran beragama yang mendorong mereka untuk mengadopsi gaya hidup yang sesuai dengan nilai-nilai Islam, termasuk dalam konsumsi produk. Brand image berpengaruh signifikan terhadap keputusan pembelian produk belanja online pada generasi z di bandar lampung dikarenakan Citra merek yang baik seringkali diasosiasikan dengan kualitas dan keandalan. Generasi Z cenderung memilih merek yang memiliki reputasi positif karena hal ini memberikan jaminan kualitas produk yang mereka beli online.
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DOI: https://doi.org/10.30872/jakt.v20i4.14102
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