THE EFFECT OF LIFESTYLE , PRICE, PRODUCT QUALITY, AND E-PROMOTION ON PURCHASING DECISIONS FOR FLICKA BAGS

Abstract

This study aims to analyze the influence of lifestyle, price, product quality, and e-promotion on purchasing decisions of Flicka Bag bags on consumers in Madiun City. Flicka Bag is one of the local brands that offers modern designs and competitive prices, but still faces challenges in building brand awareness and attracting consumer buying interest optimally. This study uses a quantitative approach with a survey method by distributing questionnaires to 384 respondents who have purchased Flicka Bag products. Data were analyzed using multiple linear regression and processed with the help of the SPSS 25 program. The results showed that the variables of lifestyle, price, product quality, and e-promotion have a positive and significant effect on purchasing decisions. These findings indicate that an increase in consumer lifestyle that is in line with the product, competitive prices, adequate product quality, and attractive digital promotions can encourage consumers to make purchases. Therefore, Flicka Bag recommends continuing to improve its marketing strategy by optimizing these four factors in order to strengthen consumer competitiveness and loyalty in the local market.

Keywords: Lifestyle, Price, Product Quality, E-Promotion, Purchasing Decisions, Flicka Bag, Madiun City Consumers