Purchasing Decisions for Instant Noodle Products in University Students
Keywords:
Lifestyle, Brand trust, Purchasing decisions.Abstract
The aim of this study was to determine the lifestyle and brand trust on purchasing decisions for instant noodles among students at Islamic universities in Bandung City. This research uses primary data with data obtained by 385 respondents from questionnaires to students who have consumed instant noodles, with the sampling technique used is purposive sampling. The analysis method of data collection using multiple linear regression, validity test, reliability test, T test, and sobel test. According to the results of the study, it shows that lifestyle influences purchasing decisions through instant noodle brand trust.
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