Pengaruh gaya hidup, ekuitas merek dan marketing mix terhadap keputusan pembelian di Esteh Indonesia Kota Gorontalo menggunakan metode Structural Equation Modelling

Muhammad Farza Arya; Abdul Rasyid; Hendra Uloli

doi:10.31004/jutin.v8i1.37215

Pengaruh gaya hidup, ekuitas merek dan marketing mix terhadap keputusan pembelian di Esteh Indonesia Kota Gorontalo menggunakan metode Structural Equation Modelling

Authors

Muhammad Farza Arya Universitas Negeri Gorontalo
Abdul Rasyid Universitas Negeri Gorontalo
Hendra Uloli Universitas Negeri Gorontalo

DOI:

https://doi.org/10.31004/jutin.v8i1.37215

Keywords:

Purchase Decision, Lifestyle, Brand Equity, Marketing Mix, Structural Equation Modelling

Abstract

The decline in sales of Esteh Indonesia in Gorontalo is caused by healthy lifestyle trends, increased competition, and ineffective marketing strategies. This study evaluates the influence of lifestyle, brand equity, and marketing mix on purchasing decisions using the Structural Equation Modeling method. This descriptive quantitative research used purposive sampling with 324 respondents from a population of 1730 with an error rate of 5%. The data was analyzed using statistical tests and the Strucutral Equation Modeling model. The results show that lifestyle, brand equity, and marketing mix significantly influence the purchasing decisions of Esteh Indonesia consumers in Gorontalo City, with tcount greater than ttable and P-value below 0.05. The conclusion states that these variables, both partially and simultaneously, influence purchasing decisions. Suggestions for Esteh Indonesia management in Gorontalo City are to strengthen brand equity, adapt products to healthy lifestyle trends, and improve more effective marketing strategies.

References

Keller, K. L. (2019). Strategic Brand Management Building, Measuring, and Managing Brand Equity (5th ed., Vol. 1). Pearson.

Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of Marketing Global Edition (Nineteenth). Pearson Higher Ed.

Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management Global Edition (16th ed.). Pearson Higher Ed.

Mahmud, A. (2022). Peran Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Pembelian Mobil di Salah Satu Showroom di Kota Makassar ). SEIKO?: Journal of Management & Business, 5(1), 2022–2383.

Muhammad Yusuf, & Nuuridha Matiin. (2023). Analysis Of The Effect Of The Marketing Mix On Purchasing Decisions. International Journal of Economics and Management Research, 1(3), 177–182.

Nabilah, L. D., & Prabowo, B. (2024). Analisis Strategi Marketing dalam Meningkatkan Volume Penjualan pada Es Teh Indonesia di Cabang Sepanjang, Kab. Sidoarjo. Reslaj: Religion Education Social Laa Roiba Journal, 6(4), 1–15.

Pura, M. P., & Madiawati, P. N. (2021). Pengaruh Promotion Mix dan Gaya Hidup Terhadap Keputusan Pembelian di Shopee dengan Perilaku Konsumen Sebagai Variabel Intervening. JEMMA (Journal of Economic, Management and Accounting), 4(2), 203–204.

Sunarsih, & Enawati, S. (2023). Pengaruh Citra Merek, Variasi Produk dan Harga Terhadap Keputusan Pembelian Pada Esteh Indonesia Cabang Bima. JURNAL CAHAYA MANDALIKA, 4(3), 8.

Tjiptono. (2017). Strategi Pemasaran (3rd ed.). Yogyakarta?: Andi Offset 2017.

Tresna, P. W., Chan, A., & Herawaty, T. (2021). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee). Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan , 6(1), 1–11.

Downloads

Published

2025-01-13

How to Cite

Arya, M. F., Rasyid, A., & Uloli, H. (2025). Pengaruh gaya hidup, ekuitas merek dan marketing mix terhadap keputusan pembelian di Esteh Indonesia Kota Gorontalo menggunakan metode Structural Equation Modelling. Jurnal Teknik Industri Terintegrasi (JUTIN), 8(1), 386–395. https://doi.org/10.31004/jutin.v8i1.37215