Lifestyle On Purchase Decisions In Marketplaces Among Students Perwira Purbalingga University With Price Perception As a Mediation Variable
Keywords:
Lifestyle, Price Perception, Purchase Decision, Students
Abstract
This study examines the influence of lifestyle on purchase decisions in marketplace platforms, with price perception as a mediating variable among university students. The research adopts a quantitative approach with an associative design, involving 238 students selected through proportional stratified random sampling. Data were collected using structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that lifestyle has a positive and significant effect on purchase decisions and price perception. Furthermore, price perception significantly influences purchase decisions and serves as a mediating variable in the relationship between lifestyle and purchase decisions. The findings suggest that students with a more active digital lifestyle tend to have more positive price perceptions, which subsequently strengthen their purchasing decisions. The model demonstrates strong explanatory power, particularly for purchase decisions. This study contributes to understanding consumer behavior in digital marketplaces by integrating psychological and cognitive factors. The results also provide practical implications for marketplace platforms in developing pricing strategies aligned with consumer lifestyles.
References
Ahmed, A., Bhatti, S. H., Gölgeci, I., & Arslan, A. (2022). Digital platform capability and organizational agility of emerging market manufacturing SMEs: The mediating role of intellectual capital and the moderating role of environmental dynamism. Technological Forecasting and Social Change, 177, 121513. https://doi.org/10.1016/j.techfore.2022.121513
Ahmed, W., Najmi, A., Faizan, H. M., & Ahmed, S. (2019). Consumer behaviour towards willingness to pay for Halal products: An assessment of demand for Halal certification in a Muslim country. British Food Journal, 121(2), 492–504. https://doi.org/10.1108/BFJ-02-2018-0085
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Agit, A., & Oktavianty. (2026). Inclusive Entrepreneurship and Sustainable Development in the Special Region of Yogyakarta: A Conceptual Study from the Perspective of Community Empowerment. International Journal Business and Entrepreneurship, 3(1), 85-101. https://doi.org/10.71154/3zm50r47
Andri, A., Anggriani, I., & Yustanti, N. V. (2021). Factors Affecting Purchasing Decisions at Nayla Buah (NB) Store Tebeng In Bengkulu City. Jurnal Ekonomi, Manajemen, Akuntansi Dan Keuangan, 2(4). https://doi.org/10.53697/emak.v2i4.182
Chatterjee, A., Prinz, A., Gerdes, M., & Martinez, S. (2021). Digital Interventions on Healthy Lifestyle Management: Systematic Review. Journal of Medical Internet Research, 23(11), e26931. https://doi.org/10.2196/26931
Dewi, S. R., & Gunanto, E. Y. A. (2023). The effect of e-WOM, halal awareness, influencer marketing and lifestyle to the purchase decision of imported packaged food products. Indonesian Journal of Islamic Economics Research, 5(1), 16–33. https://doi.org/10.18326/ijier.v5i1.8946
Farmiati, J. & Ismail. (2021). Effect of Brand Image, Price, and Quality Perceived by Consumers on Interest in Buying Wardah Cosmetics Products in Banda Aceh City. Indonesian Journal Economic Review (IJER), 1(1), 1–9. https://doi.org/10.35870/ijer.v1i1.17
Gao, Q., & Xing, X. (2023). Study on the Impact of Chatbot Characteristics of Online Shopping Mall on Customer Satisfaction and Reuse Intention in China: Hedonic Motivation and Utilitarian Motivation as Moderating Variables. Korea International Trade Research Institute, 19(1), 51–67. https://doi.org/10.16980/jitc.19.1.202302.51
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (Third edition). SAGE.
Hasanah, Y. N., Anggraeni, O., . S., Kusnaman, D., Hasibuan, R. R., & Efendi, B. (2025). Entrepreneurial Marketing and Marketing Performance in Gen Z Entrepreneurs: Exploring the Mediating Pathways to Entrepreneurial Resilience. Journal of Ecohumanism, 4(1). https://doi.org/10.62754/joe.v4i1.6195
Hasibuan, R. R. (2024). DAMPAK PERSONAL BRANDING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z. 3(2).
Kambuaya, B., & Rante, Y. (2026). The Role of Promotion and Service Quality in Shaping Customer Loyalty: The Mediating Effect of Customer Satisfaction in Service Industries. Jurnal Bisnis Dan Kewirausahaan, 3(1), 72-80. https://doi.org/10.71154/evmfje68
Kotler, P., & Keller, K. L. (2015). Marketing management (15. ed). Pearson.
Mohammad Farraas Salsabiil & Nuruni Ika Kusuma W. (2023). The Influence of Brand Love and Hedonistic Lifestyle on the Purchasing Decision of Iphone Smartphones (A Study on Iphone Users From Generation Z in Surabaya). Indonesian Journal of Business Analytics, 3(3), 583–588. https://doi.org/10.55927/ijba.v3i3.4836
Mukaromah, A. L., Kusuma, I. G. N. A. E. T., & Anggraini, N. P. N. (2019). THE EFFECT OF GREEN MARKETING, BRAND AWARENESS AND PRICE PERCEPTION ON PURCHASE DECISION. Journal of International Conference Proceedings, 2(1). https://doi.org/10.32535/jicp.v2i1.471
Rahayu, D. (2020). THE EFFECT OF e-WOM AND BRAND LOVE ON THE PURCHASING DECISIONS IN ONLINE SHOPPING. Jurnal Ilmiah Publipreneur, 8(2), 57–64. https://doi.org/10.46961/jip.v8i2.159
Srisuwan, N., & Phromphisute, K. (2025). Business Model Innovation in the Era of Digital Transformation. International Journal Business and Entrepreneurship, 2(2), 118-126. https://doi.org/10.71154/7mf1nq89
Utami, R., Fadhilah, M., & Maharani, B. D. (2024). PENGARUH ONLINE CUSTOMER REVIEW DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASING DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA KONSUMEN LAZADA DI YOGYAKARTA. 13(02).
Wardoyo, E. W., & Fatimah, K. F. (2025). Comparison of Consumer Purchase Decision Levels on Shopee Accounts That Use and Do Not Use Live Streaming. Jurnal Bisnis Dan Kewirausahaan, 2(3), 285-292. https://doi.org/10.71154/y1jtk725
Wulandari, S. S., Diah, M. L. B. M., & Asari, A. (2025). Digital Proficiency and Entrepreneurial Mindset for SME Success through Market Savvy and Tech Literacy. Aptisi Transactions on Technopreneurship (ATT), 7(1). https://doi.org/10.34306/att.v7i1.527
Ahmed, W., Najmi, A., Faizan, H. M., & Ahmed, S. (2019). Consumer behaviour towards willingness to pay for Halal products: An assessment of demand for Halal certification in a Muslim country. British Food Journal, 121(2), 492–504. https://doi.org/10.1108/BFJ-02-2018-0085
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Agit, A., & Oktavianty. (2026). Inclusive Entrepreneurship and Sustainable Development in the Special Region of Yogyakarta: A Conceptual Study from the Perspective of Community Empowerment. International Journal Business and Entrepreneurship, 3(1), 85-101. https://doi.org/10.71154/3zm50r47
Andri, A., Anggriani, I., & Yustanti, N. V. (2021). Factors Affecting Purchasing Decisions at Nayla Buah (NB) Store Tebeng In Bengkulu City. Jurnal Ekonomi, Manajemen, Akuntansi Dan Keuangan, 2(4). https://doi.org/10.53697/emak.v2i4.182
Chatterjee, A., Prinz, A., Gerdes, M., & Martinez, S. (2021). Digital Interventions on Healthy Lifestyle Management: Systematic Review. Journal of Medical Internet Research, 23(11), e26931. https://doi.org/10.2196/26931
Dewi, S. R., & Gunanto, E. Y. A. (2023). The effect of e-WOM, halal awareness, influencer marketing and lifestyle to the purchase decision of imported packaged food products. Indonesian Journal of Islamic Economics Research, 5(1), 16–33. https://doi.org/10.18326/ijier.v5i1.8946
Farmiati, J. & Ismail. (2021). Effect of Brand Image, Price, and Quality Perceived by Consumers on Interest in Buying Wardah Cosmetics Products in Banda Aceh City. Indonesian Journal Economic Review (IJER), 1(1), 1–9. https://doi.org/10.35870/ijer.v1i1.17
Gao, Q., & Xing, X. (2023). Study on the Impact of Chatbot Characteristics of Online Shopping Mall on Customer Satisfaction and Reuse Intention in China: Hedonic Motivation and Utilitarian Motivation as Moderating Variables. Korea International Trade Research Institute, 19(1), 51–67. https://doi.org/10.16980/jitc.19.1.202302.51
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (Third edition). SAGE.
Hasanah, Y. N., Anggraeni, O., . S., Kusnaman, D., Hasibuan, R. R., & Efendi, B. (2025). Entrepreneurial Marketing and Marketing Performance in Gen Z Entrepreneurs: Exploring the Mediating Pathways to Entrepreneurial Resilience. Journal of Ecohumanism, 4(1). https://doi.org/10.62754/joe.v4i1.6195
Hasibuan, R. R. (2024). DAMPAK PERSONAL BRANDING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z. 3(2).
Kambuaya, B., & Rante, Y. (2026). The Role of Promotion and Service Quality in Shaping Customer Loyalty: The Mediating Effect of Customer Satisfaction in Service Industries. Jurnal Bisnis Dan Kewirausahaan, 3(1), 72-80. https://doi.org/10.71154/evmfje68
Kotler, P., & Keller, K. L. (2015). Marketing management (15. ed). Pearson.
Mohammad Farraas Salsabiil & Nuruni Ika Kusuma W. (2023). The Influence of Brand Love and Hedonistic Lifestyle on the Purchasing Decision of Iphone Smartphones (A Study on Iphone Users From Generation Z in Surabaya). Indonesian Journal of Business Analytics, 3(3), 583–588. https://doi.org/10.55927/ijba.v3i3.4836
Mukaromah, A. L., Kusuma, I. G. N. A. E. T., & Anggraini, N. P. N. (2019). THE EFFECT OF GREEN MARKETING, BRAND AWARENESS AND PRICE PERCEPTION ON PURCHASE DECISION. Journal of International Conference Proceedings, 2(1). https://doi.org/10.32535/jicp.v2i1.471
Rahayu, D. (2020). THE EFFECT OF e-WOM AND BRAND LOVE ON THE PURCHASING DECISIONS IN ONLINE SHOPPING. Jurnal Ilmiah Publipreneur, 8(2), 57–64. https://doi.org/10.46961/jip.v8i2.159
Srisuwan, N., & Phromphisute, K. (2025). Business Model Innovation in the Era of Digital Transformation. International Journal Business and Entrepreneurship, 2(2), 118-126. https://doi.org/10.71154/7mf1nq89
Utami, R., Fadhilah, M., & Maharani, B. D. (2024). PENGARUH ONLINE CUSTOMER REVIEW DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASING DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA KONSUMEN LAZADA DI YOGYAKARTA. 13(02).
Wardoyo, E. W., & Fatimah, K. F. (2025). Comparison of Consumer Purchase Decision Levels on Shopee Accounts That Use and Do Not Use Live Streaming. Jurnal Bisnis Dan Kewirausahaan, 2(3), 285-292. https://doi.org/10.71154/y1jtk725
Wulandari, S. S., Diah, M. L. B. M., & Asari, A. (2025). Digital Proficiency and Entrepreneurial Mindset for SME Success through Market Savvy and Tech Literacy. Aptisi Transactions on Technopreneurship (ATT), 7(1). https://doi.org/10.34306/att.v7i1.527
Published
2026-04-28
How to Cite
Aziz, A. G. N., Hasibuan, R. R., & Shella Rizqi Amelia. (2026). Lifestyle On Purchase Decisions In Marketplaces Among Students Perwira Purbalingga University With Price Perception As a Mediation Variable. International Journal of Economics, Business and Innovation Research, 5(03), 879-901. https://doi.org/10.63922/ijebir.v5i03.3297
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
