The Influence of Values, Reference Groups, Lifestyle and Consumer Views on Purchasing Decisions at the Cooperative Convenience Store of the Al Muayyad Islamic Boarding School in Surakarta

Musholin Dzul Jalali Fajri; Sutarno; Edi Wibowo

doi:10.59890/ijir.v3i4.3

Authors

Musholin Dzul Jalali Fajri Slamet Riyadi University, Surakarta
Sutarno Slamet Riyadi University, Surakarta
Edi Wibowo Slamet Riyadi University, Surakarta

DOI:

https://doi.org/10.59890/ijir.v3i4.3

Keywords:

Values, Reference Groups, Lifestyle, Consumer Views, Purchasing Decisions

Abstract

Research at the cooperative convenience store of the Al Muayyad Islamic Boarding School in Surakarta, aims to identify factors that influence consumer decisions in shopping. The study used a survey-based quantitative method with a questionnaire and analyzed using multiple linear regression. The factors studied include customer values, social group influence, lifestyle, and perceptions of products and services. The results show that consumers' personal values have a positive effect on purchasing decisions, followed by the influence of social groups through recommendations, lifestyles that shape product preferences, and perceptions of product quality and image. The findings suggest that stall managers should strengthen product value, enhance community relationships, and adapt promotional strategies to customers' lifestyles and perceptions to attract higher purchase intention

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