Pengaruh Gaya Hidup terhadap Keputusan Pembelian Produk Fast Food McDonald’s Indonesia

Abstract

This study aims to determine whether lifestyle has a positive and significant effect on product purchasing decisions fast food McDonald's Indonesia. The subjects in this study were 384 product consumers fast food McDonald's Indonesia aged 15-25 years. Data were obtained using a purchasing decision scale and a lifestyle scale. Data analysis was performed using simple linear regression analysis. The results of the study show that lifestyle has a positive and significant effect on product purchasing decisions fast food McDonald's Indonesia (p < 0.05 (0.000 < 0.05). Based on these results, the hypothesis in this study is accepted