The Influence of Product Quality, Content Marketing, and Lifestyle on Purchase Decisions of Eiger Products

Fadel Firmansyah; Suprihatin Ali; May Roni; Dadang Karya Bakti

doi:10.63922/ijebir.v5i04.5108

Fadel Firmansyah Department of Business Administration, Lampung University, Bandar Lampung, Indonesia.
Suprihatin Ali Department of Business Administration, Lampung University, Bandar Lampung, Indonesia.
May Roni Department of Business Administration, Lampung University, Bandar Lampung, Indonesia.
Dadang Karya Bakti Department of Business Administration, Lampung University, Bandar Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.5108

Keywords: Product Quality, Content Marketing, Lifestyle, Purchase Decision

Abstract

The main objective of this research is to evaluate the direct and combined effects of product quality, content marketing, and lifestyle on Eiger product purchase decisions in Bandar Lampung. This investigation responds directly to the reality that outdoor recreation has re-defined itself as a contemporary lifestyle expression, alongside the complications that widespread counterfeit products cause for genuine consumer quality perceptions. To execute this, an explanatory research design under a quantitative approach was implemented, capturing the perspectives of 96 respondents using a blend of purposive and snowball sampling techniques. Following a multiple linear regression analysis via SPSS, the framework shows that product quality, content marketing, and lifestyle each have a significant partial effect on purchasing decisions. The joint analysis shows an equally strong pattern: simultaneously, these three variables significantly influence purchasing decisions. Crucially, the coefficient of determination (R²) highlights that 81.2% of consumer decision variance is driven by this model, with only 18.8% left to outside factors. Based on this evidence, Eiger should maintain product reliability, enhance after-sales service, and prioritize community-driven content to successfully anchor consumer trust and positive perceptions.

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