Eksistensi Identitas atau Kekuatan Merek? Analisis Gaya Hidup dan Brand Image terhadap Keputusan Pembelian Sepatu Converse

Abstract

Introduction: In the current era of globalization, the fashion industry faces intense competition, where products like footwear serve not only as functional protection but also as vital instruments for self-expression and social validation among youth. This study explores how lifestyle and brand image intersect to influence consumer behavior in the competitive footwear market. Background Problems: Despite its established global reputation, Converse faces fluctuating market performance and rising competition from other top brands, raising the question of how psychological and brand-related factors specifically drive purchasing decisions among university students in an urban Indonesian context. Novelty: This research provides a unique perspective by prioritizing the "lifestyle" variable as a dominant driver over brand prestige in the Bandung student demographic, a nuance often overlooked in broader market studies that typically emphasize brand equity as the primary determinant. Research Methods: Employing a quantitative associative approach, this study gathered primary data from 96 students at the Universitas Kebangsaan Republik Indonesia through purposive sampling. Data analysis was performed using multiple linear regression, alongside partial (t-test) and simultaneous (F-test) hypothesis testing. Finding/Results: The empirical results indicate that both lifestyle and brand image significantly influence purchasing decisions, with lifestyle exerting a more substantial impact. Together, these variables account for 46.7% of the variance in consumer choice, highlighting a shift where personal identity alignment outweighs mere brand recognition. Conclusion: The primary conclusion is that purchasing decisions among students are a symbolic act of social validation. Therefore, marketing strategies must move beyond traditional branding to deeply integrate products into the dynamic, everyday lifestyles of the target audience.