The Influence of Lifestyle and Product Diversity on Purchasing Decisions at BJO Sneakersmind Malang

This research analyzes the determinants of consumer purchase decisions through an explanatory quantitative approach with a focus on lifestyle variables and product diversity at BJO Sneakersmind Malang. The research methodology used a sample of 100 consumer respondents with purposive sampling techniques and multiple linear regression analysis to evaluate the causal correlation between variables. Empirical findings show that consumer lifestyle has a significant positive influence on purchase intent with a t-value of 4.656 > t table of 1.661 and a significance of 0.000 < 0.05. Product diversity also demonstrated a substantial positive impact with t count 5,419 > t table 1,661 at identical significance levels. Simultaneous testing revealed that both independent variables simultaneously contributed significantly with F count 93.406 > F table 3.09. The adjusted R square determination coefficient of 0.651 indicates that 65.1% of the variation in purchasing decisions can be elaborated through lifestyle constructs and product diversification. The implications of this research provide theoretical contributions in the development of consumer behavior models as well as practical applications for the marketing strategy of the fashion retail industry.