Pengaruh Gaya Hidup dan Citra Merek terhadap Minat Beli Konsumen pada Dubai Textile Gunungsitoli

Abstract

This study aims to analyze the influence of lifestyle and brand image on consumer purchase intention at Dubai Textile Gunungsitoli. This research used a quantitative approach with purposive sampling. The population consisted of visitors to Dubai Textile during October–December 2025, with an estimated population of 2,700 people and a sample of 96 respondents determined using the Slovin formula. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics 27. The results showed that lifestyle had a positive and significant effect on consumer purchase intention, with a t-value of 4.041 and significance of <0.001. Brand image also had a positive and significant effect, with a t-value of 7.351 and significance of <0.001. Simultaneously, lifestyle and brand image significantly affected purchase intention, as indicated by an F-value of 139.334 and significance of <0.001. The multiple regression model produced Y = 1.539 + 0.550X₁ + 0.579X₂ + e, with R = 0.866 and R² = 0.750. Brand image was the more dominant variable based on its standardized beta coefficient (0.592), compared with lifestyle (0.325). These findings indicate that improving product suitability to consumers’ lifestyles and strengthening the positive image of Dubai Textile can increase consumer purchase intention.