The Role of Lifestyle in Mediating the Influence of Social Media on Purchase Decisions (Study on Indomie Brand Instant Noodle Customers in Denpasar City)

Abstract

The development of technology and the increasing use of social media among Generation Z greatly indirectly affects the lifestyle of young people in consuming entertainment, trends and other habits through social media. Indomie is one of the famous instant noodle food brands in Indonesia which is one of the most consumed brands in the community. The goal of this study is to determine how social media and lifestyle affect the purchase decision of Indomie brand instant noodles in Denpasar City. The sample size in this study was Purposive sampling with 120 responses technique. The data was analyzed using path analysis with the help of SPSS for Windows 24. Based on the findings of this investigation, it is shown that social media has a positive and strong influence on purchase decisions, Social media has a huge and good impact on lifestyle, lifestyle has a favorable and considerable impact on purchasing decisions, and lifestyle somewhat mediates the influence of social media on customers' buy decisions. of instant noodle brand Indomie Denpasar City.