PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN LEMONILO DENGAN GAYA HIDUP SEHAT SEBAGAI VARIABEL MODERASI (STUDI PADA KONSUMEN “LEMONILO” DI KOTA MALANG)

The object of this study was Lemonilo instant noodles, which were known as a healthier alternative due to the use of natural ingredients and the absence of preservatives. This study aimed to analyze the effect of brand image on purchasing decisions for Lemonilo instant noodles, with a healthy lifestyle as a moderating variable. This research employed a quantitative approach using a survey method involving 120 respondents who were consumers of Lemonilo instant noodles in Malang. The sampling technique used was non-random sampling, with criteria including respondents aged at least 17 years, having purchased and consumed Lemonilo within the last month, and having made purchases through retail stores or e-commerce platforms. Data were collected through a questionnaire using a Likert scale of 1–5 and were analyzed using SEM-PLS. The results showed that brand image had a positive and significant effect on purchasing decisions. In addition, a healthy lifestyle also had a positive and significant effect on purchasing decisions. The moderation analysis indicated that a healthy lifestyle strengthened the effect of brand image on purchasing decisions. These findings suggested that improving brand image, supported by the growing trend of a healthy lifestyle, could encourage consumers to make purchasing decisions for Lemonilo instant noodle products.