Pengaruh Brand Identity dan Gaya Hidup terhadap Keputusan Pembelian dengan Experientiad Buying sebagai Moderating pada Kaum Babyboomers di Restoran Kota medan

Abstract

Indonesia as a developing country with the activities and busyness of urban communities places them to meet the needs that can save time, quickly and efficiently. This is also the influence of the emergence of places to fulfill food needs such as restaurants and fast food restaurants so that urban communities do not spend a lot of time in the process of meeting their needs. Seeing this as an opportunity to create a restaurant concept that fits the lifestyle of today's urban communities. Therefore, the strategy applied to win the competition is to make a difference through a lifestyle approach. In addition, the advantage that can be created by a culinary business is brand identity. This study aims to determine the effect of brand identity, lifestyle on purchasing decisions moderated by experiential buying. The research was conducted on all restaurant customers in the city of Medan with the slovin sampling technique. The analysis technique uses moderated regression analysis. The results of the study indicate that Brand Identity has no effect on Purchase Decisions. Lifestyle has an effect on Purchase Decisions. Experiential Buying can moderate the influence of Brand Identity on Purchase Decisions. Experiential Buying cannot moderate the influence of Lifestyle on Purchase Decisions. Brand Identity and Lifestyle simultaneously affect the Purchase Decision of the Babyboomers at restaurants in Medan City. Experiential Buying can moderate the influence of Brand Identity and Lifestyle simultaneously on Purchase Decisions for Babyboomers in Medan City restaurants.