The Influence Of Price Perception, Product Quality, And Healthy Lifestyle On The Purchase Decision Of Sain Deli Healthy Food Products In Bandar Lampung

Amira Munira; Mahrinasari; Nuzul Inas Nabila

doi:10.63922/ijebir.v5i02.2984

Amira Munira Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Mahrinasari Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Nuzul Inas Nabila Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i02.2984

Keywords: Price Perception, Product Quality, Healthy Lifestyle, Purchase Decision, Healthy Food

Abstract

This research is motivated by the increasing public awareness of the importance of a healthy lifestyle, which drives changes in consumer behavior in choosing food, so that purchasing decisions are not only based on price but also on product quality and alignment with the healthy lifestyle being pursued. This study aims to determine the influence of price perception, product quality, and healthy lifestyle on the purchasing decision of Sain Deli healthy food products in Bandar Lampung. This study uses a quantitative approach with sampling techniques employing simple random sampling probability sampling. Data collection was conducted thru questionnaires distributed to 160 respondents who are consumers of Sain Deli in Bandar Lampung. The data obtained were then processed using SPSS version 27 software. The research results show that price perception, product quality, and a healthy lifestyle have a positive and significant impact on the purchasing decision of Sain Deli healthy food products. This study is expected to provide a deeper understanding of the factors influencing consumer purchasing decisions regarding healthy food products.

References

Aditama, Rizky Ramadhan Aprian, and Nike Larasati. 2023. “Pengaruh Kualitas Produk, Gaya Hidup Sehat, Dan Acuan Kelompok Terhadap Keputusan Pembelian Buah Di Superindo Cabang Solo Baru.” Edunomika 7(2):1–11. https://www.jurnal.stie-aas.ac.id/index.php/jie/article/download/12263/pdf.
Agustin, Venny, Willy Wijayanti, Ilham Wahyu Pamungkas, Abraham Horisanto, Andi Dahlan, and Baihaqi Baihaqi. 2025. “Analisis Tren Konsumsi Ikan Di Kalangan Generasi Z Dan Milenial Sebagai Dasar Pengembangan Program Edukasi Pangan Sehat.” Jurnal Minfo Polgan 14(1):1025–31. doi:10.33395/jmp.v14i1.14925.
Ballco, Petjon, Vincenzina Caputo, and Tiziana de-Magistris. 2020. “Consumer Valuation of European Nutritional and Health Claims: Do Taste and Attention Matter?” Food Quality and Preference 79(March 2019):103793. doi:10.1016/j.foodqual.2019.103793.
Bernarto, Innocentius, Zoel Hutabarat, and Agus Purwanto. 2021. “The Effect of Price Fairness, Brand Image, and Perceived Value on Satisfaction and Word of Mouth of Go-Jek Customers.” International Journal of Artificial Intelligence Research 6(1). doi:10.29099/ijair.v6i1.290.
Chen, Chong, Gabriele Nibbio, and Yuka Kotozaki. 2025. “Editorial: Cognitive and Mental Health Improvement under- and Post-COVID-19.” Frontiers in Psychology 16. doi:10.3389/fpsyg.2025.1565941.
Fajar Sentoso. 2019. “Pengaruh Kualitas Makanan Dan Persepsi Harga Terhadap Keputusan Pembelian Kembali Melalui Kepuasan Pelanggan Crunchaus Salads Di Pakuwon Mall Surabaya.” Agora 7(2):1–9. http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/9116.
Ghozali, I. 2018. “Aplikasi Analisis Multivariate IBM SPSS 25 (9th Ed).”
Kevin, Ainul, and Zainal Zawir Simon. 2024. “The Influence of Price Perception, Service Quality, Store Atmosphere and Word of Mouth on Purchasing Decisions.” Research of Economics and Business 2(2):94–106. doi:10.58777/reb.v2i2.263.
Kotler, P. & Keller, Kevin, L. 2016. Marketing Management.
Stoica, Maricica, Dimitrie Stoica, Cezar Ionut Bichescu, and Cezar Ionut Bichescu. 2024. “Insights Into Food Buying Decision.” Annals of Dunarea de Jos University of Galati. Fascicle I. Economics and Applied Informatics 30(3):5–9. doi:10.35219/eai15840409423
Maulana, Ryan. 2020. Pengaruh Produk, Harga, Dan Lokasi Dalam Pemasaran Syariah Terhadap Kepuasan Pelanggan Solong Kupi Banda Aceh.
Maulina, Lien, and Arti Sufianti. 2025. “Kecenderungan Masyarakat Dalam Konsumsi Produk Patiseri Sehat Dan Kaitannya Dengan Perkembangan Bisnis Patiseri.” Journal Scientific of Mandalika (Jsm) e-ISSN 6(4):2809–0543.
Maya, Siska, and Safira Khoirunnisa. 2021. “Pelayanan Karyawan, Harga Yang Sesuai Daya Beli Dan Lokasi Faktor Penentu Kepuasan Konsumen.” Business Innovation and Entrepreneurship Journal 3(4):299–303. doi:10.35899/biej.v3i4.339.
Nugroho, Adji, and Euis Soliha. 2024. “Keputusan Pembelian Konsumen Pada Produk Kecantikan: Peran Kualitas Produk, Citra Merek, Persepsi Harga Dan Celebrity Endorsement.” Jesya 7(1):226–42. doi:10.36778/jesya.v7i1.1348.
Paulino, Bruno N., Adones Sales, Lorena de Oliveira Felipe, Glaucia M. Pastore, Gustavo Molina, and Juliano L. Bicas. 2021. “Biotechnological Production of Non-Volatile Flavor Compounds.” Current Opinion in Food Science 41:26–35. doi:10.1016/j.cofs.2021.02.003.
Rahayu, Budi, Rumanintya Lisaria Putri, and Joko Sutrisno. 2023. “Product Quality Price and Image Brands Against Purchase Decisions.” Journal of Industrial Engineering and Management 1(1):21–30. doi:10.52088/jaiem.v1i1.6.
Sinaga, Hommy Dorthy Ellyany, Desma Erica Maryati Manik, and Venny Waty. 2025. “The Influence of Healthy Lifestyle and Price Perception on Purchase Warung Ahin Vegetarian Medan.” Priviet Social Sciences Journal 5(3):0–11. doi:10.55942/pssj.v5i3.409.
Zaky, Teuku Muhammad Ilham, and Andriansyah Bachtillah Putra. 2025. “The Effect of Promotion, Price Perception, and Service Quality on Purchase Decisions (A Study of Shopee Users in West Jakarta Area).” Dinasti International Journal of Management Science 6(3):444–51. doi:10.38035/dijms.v6i3.4091.