PENGARUH GAYA HIDUP DAN BUDAYA KOREA TERHADAP KEPUTUSAN PEMBELIAN MAKANAN KOREA (Survey pada Restoran Korea Chef-Kim Kota Malang)

This research aims to: determine the influence of lifestyle on purchasing decisions, determine the influence of Korean culture on purchasing decisions and determine the simultaneous influence of Korean lifestyle and culture on purchasing decisions. The population in this study were Chef-Kim restaurant consumers with a total of 130 respondents using the Accidental Sampling technique. The method used uses multiple linear analysis with SPSS 25. From this research the results obtained are: lifestyle has a significant positive effect on purchasing decisions, Korean culture has a significant positive effect on purchasing decisions and Korean lifestyle and culture have a simultaneous effect on purchasing decisions.