The Influence of Lifestyle, Promotion Strategy, and Price Perception on Purchase Decisions of Japanese Food Products (Sushi and Ramen) via GoFood Services in Surabaya City
DOI:
https://doi.org/10.24256/kharaj.v8i3.11491Keywords:
Lifestyle, Promotion Strategy, Price Perception, Purchase Decision, GoFood, Digital EconomyAbstract
This study aims to analyze the influence of Lifestyle, Promotion Strategy, and Price Perception on the Purchase Decision of Japanese food products, namely sushi and ramen, via GoFood services among consumers in Surabaya City. The research employs a quantitative associative method with a causal research design, using purposive sampling to obtain a sample of 151 respondents. Data were analyzed using Multiple Linear Regression with IBM SPSS. The findings reveal that Lifestyle (X1) and Promotion Strategy (X2) partially exert a positive and significant influence on Purchase Decisions, whereas Price Perception (X3) does not have a significant partial effect. Simultaneously, the three variables collectively and significantly influence Purchase Decisions, with an R² of 0.781, indicating that 78.1% of the variation in Purchase Decisions is explained by the model. Promotion Strategy is confirmed as the most dominant variable, with a regression coefficient of 0.546, reflecting the effectiveness of discounts, vouchers, and free shipping programs. These findings suggest that culinary businesses should prioritize interactive promotional innovations aligned with consumers’ digital lifestyles to gain a competitive edge in the digital economy.
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