Abstract
The research in the journal aims to analyse the influence of lifestyle, product innovation and Instagram social media on Firmi’s Scarf online shop purchasing decisions. This study uses quantitative methods. The population in this study were Firmi’s Scarf buyers with a total sample of 85 consumers. The method of sampling is done by using the Census method. The hypothesis test proposed in this study was carried out using regression analysis test equipment and partial hypothesis using SPSS 24. The results of the analysis showed that lifestyle influenced purchasing decisions significantly and positively, product innovation had a significant and positive effect on purchasing decisions, and social media Instagram has a significant and positive effect on purchasing decisions.
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