Pengaruh Brand Awareness dan Lifestyle Terhadap Minat Beli Produk IQOS di Kota Medan

Abstract

The tobacco industry in Indonesia is undergoing changes due to increasing health awareness and changing lifestyles, prompting the emergence of alternative products such as IQOS. In Medan City, a shift in consumer preferences is seen especially in the younger generation who prefer modern and practical products. This study aims to analyze how brand awareness and lifestyle affect the purchase intention of IQOS products in Medan city. the influence of the two variables will be analyzed partially and simultaneously on purchase intention. The form of research used is quantitative with an associative approach. The population in this study are consumers who have purchased IQOS e-cigarette products aged 17 years and over who live in Medan City. With a sample of 100 respondents, the sample approach used in this study was non-probability sampling in the form of accidental sampling. Primary data obtained through direct questionnaire distribution and secondary data obtained through literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and are processed through a statistical analysis program. The results of the research conducted show that brand awareness (X1), and lifestyle (X2) partially and simultaneously affect the purchase intention (Y) of IQOS in Medan City. Based on the coefficient of determination test, it is found that the magnitude of the relationship between the brand awareness variable (X1), and lifestyle (X2) on the purchase intention variable (Y) with an R value of 0.894. Through the adjusted R square value, it is also known that the variable between brand awareness and lifestyle contributes 79.4%, to the purchase intention variable while the remaining 20.6%% is influenced by other variables not discussed in this study