The Influence of Lifestyle, Product Innovation and Instagram toward Online Purchase Decisions (Case Study of Firmi Scarf Store)

Abstract

The research in the journal aims to analyse the influence of lifestyle, product innovation and Instagram social media on Firmi’s Scarf online shop purchasing decisions. This study uses quantitative methods. The population in this study were Firmi’s Scarf buyers with a total sample of 85 consumers. The method of sampling is done by using the Census method. The hypothesis test proposed in this study was carried out using regression analysis test equipment and partial hypothesis using SPSS 24. The results of the analysis showed that lifestyle influenced purchasing decisions significantly and positively, product innovation had a significant and positive effect on purchasing decisions, and social media Instagram has a significant and positive effect on purchasing decisions.

Strategic Management Insights into Housewives Consumptive Shopping Behavior in the Post COVID-19 Landscape

“…Consumptive behavior shows a pattern of human life that is controlled by a desire that is only to fulfill desires. In this case, the indicators of consumer behavior are buying a product not according to one's needs but only because the product packaging is attractive, maintaining one's appearance, and buying a product just because it is a symbol to increase self-confidence [17].…”