The Influence of Brand Image, Lifestyle, and Price Perception on Purchase Decisions of Vans Shoes Among Gen Z in Lamongan Regency

Abstract

This study aims to analyze the influence of brand image, lifestyle, and price perception on purchasing decisions for Vans shoes among gen Z consumers in Lamongan Regency. The research is motivated by the increasingly fierce competition in the fashion industry, particularly footwear, necessitating companies to understand the factors that influence consumer purchasing decisions. This study used a quantitative approach with purposive sampling and involved 104 respondents from Gen Z in Lamongan Regency who had purchased Vans shoes. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results showed that brand image, lifestyle, and price perception had a positive and significant influence on purchasing decisions for Vans shoes. These findings suggest that a positive brand image, product compatibility with consumers' lifestyles, and favorable price perception play a significant role in enhancing purchasing decisions. Therefore, companies need to strengthen their brand image, keep up with Gen Z lifestyle trends, and maintain a price perception that aligns with product quality and benefits to enhance consumer purchasing decisions.