The effect of lifestyle and brand image On Customer’s Purchase Decision

(study case of Yamaha Nmax In Central Jakarta)

  • Sita Dewi Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia
  • Ismail Ismail Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia
  • Dwi Listyowati Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia
  • Bertha Elvy Napitupulu Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia
  • Kuncu Saragih Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia
  • Francisca Hermawan Universitas Katolik Indonesia Atma Jaya, Jakarta

Abstract

In Indonesia, motorcycles are a popular transportation. Motorcycle users are numerous, with 85% of Indonesian households owning a motorcycle. The motorcycle industry in Indonesia is growing rapidly. Innovations in the motorbike industry are constantly taking place considering motorbike brands are becoming more and more competitive. Brands are becoming more focused in innovation and one of the ways they carry this out is by targeting a more segmented customer base. This is reflected in the variety of marketing strategies, including the variety of product design available in the market, variety of price range, up to the variety of advertisement channels and key opinion leaders used, making it in the best interest of brands to know the lifestyle of their customers to create a product that suits their needs. Brand image influences the perception of customers regarding how good or bad a product made by the brand is. By taking a case study of the Yamaha Nmax motorcycle customers in central Jakarta, this study aims to determine the effect of lifestyle and brand image on custumer’s purchase decision. With a sample of 100 customers, the results showed that lifestyle and brand image influence purchasing decision for Yamaha Nmax customers both partially and simultaneously.

Author Biographies

Sita Dewi, Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia

Departement of Accounting

Ismail Ismail, Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia

Departement of Accounting

Dwi Listyowati, Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia

Departement of Accounting

Bertha Elvy Napitupulu, Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia

Departement of Accounting

Kuncu Saragih, Sekolah Tinggi Ilmu Ekonomi Jayakarta, Jakarta, Indonesia

Departement of Accounting

Francisca Hermawan, Universitas Katolik Indonesia Atma Jaya, Jakarta

Departement of Managements

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Published
2025-01-31
How to Cite
DEWI, Sita et al. The effect of lifestyle and brand image On Customer’s Purchase Decision. International Journal of Informatics, Economics, Management and Science, [S.l.], v. 4, n. 1, p. 34-41, jan. 2025. ISSN 2809-8471. Available at: <https://journal.stmikjayakarta.ac.id/index.php/ijiems/article/view/1770>. Date accessed: 02 july 2025. doi: https://doi.org/10.52362/ijiems.v4i1.1770.

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