PENGARUH GAYA HIDUP DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN MCDONALD’S DI KOTA MALANG

This study aims to examine the influence of lifestyle and celebrity endorser on purchase decisions of McDonald's in Malang City. This research used a quantitative method with a causal approach. The sample consisted of 100 McDonald’s consumers in Malang, selected using purposive sampling. Data were collected through questionnaires and analyzed with multiple linear regression using SPSS 24. Results showed lifestyle has a positive and significant influence on purchase decisions (t = 7.278 > 1.661; sig. < 0.05), while celebrity endorser does not have a significant effect (t = 0.717 < 1.661; sig. = 0.475). It can be concluded purchase decisions are more influenced by lifestyle compatibility than celebrity presence.