Purchase Motivation at Dimsum Restaurants in Medan. The Perspectives of Lifestyle and Social Enjoyment

In Indonesia, dimsum has become a popular food choice due to its affordability and variety, making it a staple in many communities. The purchase motivation for dimsum menus is usually driven by the desire for a taste of tradition and a sense of community, as dimsum is frequently delighted with family and companions. The comfort and reasonableness of dimsum also contribute to its popularity, making it consumed as a lifestyle for numerous consumers. The reason for this research is to investigate the influence of lifestyle on purchase motivations with the moderation of social enjoyment at dimsum restaurants in Medan. The primary data was collected through questionnaires and resulted in 97 respondents using the convenient sampling method. The data collected was analyzed with PLS-SEM 4.0 statistical software. All data has passed the outer loading test. The results of P-values reveal that lifestyle influences purchase motivation positively while the moderation of social enjoyment between lifestyle and purchase motivation is not proven. The restaurant management is recommended to maintain the lifestyle of eating at the restaurant by creating promotions, new menus, or packages for special events, enhancing the overall dining experience including maintaining the food quality.