The Influence of Brand Image and Lifestyle on Purchase De-cisions: a Case Study of Specs Footwear Users at Universi-tas Medan Area
Keywords:
brand image, lifestyle, purchase decision, Specs footwear, consumer behaviour.
Abstract
This research aims to analysed the influence of brand image and lifestyle on pur-chase decisions among Specs footwear users at Universitas Medan Area. The study ap-plies a quantitative method using a survey approach. Data were collected through ques-tionnaires distributed to 100 respondents who are active students and users of Specs footwear. The results of the analysis show that brand image has a significant positive influence on purchasing decisions. Likewise, lifestyle also has a significant effect on con-sumer behaviour in choosing Specs products. Simultaneously, brand image and lifestyle jointly contribute significantly to the decision-making process. These findings indicate that both variables are important considerations for companies in formulating marketing strategies that are aligned with consumer perceptions and lifestyles. This research con-cludes that enhancing brand image and understanding consumer lifestyle are key factors in increasing purchasing decisions.
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References
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Samad, A., & Wibowo, I. (2016). The Influence of Product and Brand Image on Purchase Decisions for Specs Brand Sports Shoes in Bekasi City. Krisnadwipayana Business Management Journal, 4(3), 1-9.
Sugiyono (2019). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alphabet.
Sihotang, GYB, & Samboro, J. (2024). THE EFFECT OF BRAND IMAGE AND LIFESTYLE ON PURCHASE DECISIONS FOR STARBUCKS PRODUCTS IN MALANG CITY. Scientific Journal of Economics and Management, 2(6), 407-416.
Specs (2025). Logo and profileSpecshttps://www.specs.id/about-us
Wijaya, D. (2017). The Influence of Motivation and Lifestyle on Purchasing Decisions. Journal of Perspectives, 15(2), 79-88.
Wadi, MH, Fadhilah, M., & Hutami, LTH (2021). Analysis of the Influence of Brand Image, Brand Trust, and Product Quality on Specs Shoe Purchase Decisions (A Case Study of Specs Shoe Consumers in East Lombok City). J-MAS (Journal of Management and Science), 6(1), 172-181. 69
Amilia, S. (2017). The influence of brand image, price, and product quality on purchasing decisions for Xiaomi brand mobile phones in Langsa City. Journal of Management and Finance, 6(1), 660-669.
Aini, F., Maulidiyah, R., & Hidayanto, MF (2022). The influence of lifestyle and consumer attitudes on purchasing decisions. Journal of Management, 14(1), 83-90.
Arfah, Y. (2022). Product purchasing decisions. PT Inovasi Pratama Internasional.
Dirwan, D., & Ahmad, F. (2023). The Impact of Brand Image and Product Quality on Purchasing Decisions. Journal of Business Management, 10(1).
Firmansyah, A. (2019). Product Marketing and Brand Image (Planning & Strategy). Surabaya: CV. Qiara Media.
Ghozali, I. (2018). Application of Multivariate Analysis with Ibs25 Program. Diponegoro University.
Kotler, P., & Amstrong, G. (2008). Principles of Marketing. Jakarta: Erlangga.
Mahanani, E. (2018). The Influence of Brand Image, Product Quality, Price and Lifestyle on Purchasing Decisions of Matahari Mall Products. Universitas Persada Indonesia.
Puranda, NR, & Madiawati, PN (2017). The influence of consumer behavior and lifestyle on the purchasing decision process for Wardah cosmetic products. Business and Science and Technology, 10(1), 25-36.
Prayogi, BS, Sumowo, S., & Nursaidah, N. (2021). The Influence of Product Quality, Price, Location, Promotion, and Digital Marketing on Consumer Purchasing Decisions for SPECS Shoes (Case Study at Andra Sports Ambulu Store). Bisnis-Net Journal of Economics and Business, 4(2), 50-65.
Pratiwi, F. (2024). The influence of brand image, price perception, and location on purchasing decisions. EKOMA: Journal of Economics, Management, and Accounting, 3(2), 515-522.
Rizaldi, M. (2016). The influence of hedonic lifestyle on smartphone purchasing decisions among students of the Faculty of Economics, Surabaya State University. Journal of Management Science, 4(2), 85-93.
Rizal, MA, & Suhermin, S. (2018). The Influence of Lifestyle, Product Quality, Promotion, and Brand Image on Purchasing Decisions. Journal of Management Science and Research (Jirm), 7(10).
Rachmawati, SD, & Andjarwati, AL (2020). The Influence of Brand Awareness and Brand Image on Purchasing Decisions. E-Journal of Business Economics and Accounting, 7(1), 25-29.
Sugiyono, PD (2013). Qualitative Quantitative Research Methods and R&D. Alphabet.
Samad, A., & Wibowo, I. (2016). The Influence of Product and Brand Image on Purchase Decisions for Specs Brand Sports Shoes in Bekasi City. Krisnadwipayana Business Management Journal, 4(3), 1-9.
Sugiyono (2019). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alphabet.
Sihotang, GYB, & Samboro, J. (2024). THE EFFECT OF BRAND IMAGE AND LIFESTYLE ON PURCHASE DECISIONS FOR STARBUCKS PRODUCTS IN MALANG CITY. Scientific Journal of Economics and Management, 2(6), 407-416.
Specs (2025). Logo and profileSpecshttps://www.specs.id/about-us
Wijaya, D. (2017). The Influence of Motivation and Lifestyle on Purchasing Decisions. Journal of Perspectives, 15(2), 79-88.
Wadi, MH, Fadhilah, M., & Hutami, LTH (2021). Analysis of the Influence of Brand Image, Brand Trust, and Product Quality on Specs Shoe Purchase Decisions (A Case Study of Specs Shoe Consumers in East Lombok City). J-MAS (Journal of Management and Science), 6(1), 172-181. 69
Published
2025-08-07
How to Cite
Tegar Sry Restu’eli Gulo, & Muhammad Yamin Siregar. (2025). The Influence of Brand Image and Lifestyle on Purchase De-cisions: a Case Study of Specs Footwear Users at Universi-tas Medan Area. INFOKUM, 13(05), 1669-1682. Retrieved from http://seaninstitute.org/infor/index.php/infokum/article/view/2997
Section
Articles
