Influence Lifestyle and Price Impact on Trust: The Role of Mediation

ABSTRACT : Lifestyle and price play an important role in increasing building trust and encouraging purchase decisions. This study aims to determine the relationship between lifestyle and price on purchase decisions mediated by brand awareness and trust. This study uses a quantitative method with a purposive sampling technique, data collection is carried out by distributing Google forms to 390 respondents with the criteria of having shopped at Tiktok Shop or Instagram Shop and domiciled in Batam City. In processing the data, researchers used SmartPLS 4 version 4.1.0.9. The results of the study showed that lifestyle price, and trust had a significant effect on purchase decisions. Lifestyle had a significant effect on purchase decisions mediated by trust. Price had a significant effect on purchase decisions mediated by trust. Lifestyle did not have a significant effect on purchase decisions mediated by trust.