The Influence of Lifestyle, Price and Convenience on Purchasing Decisions at the Lazada E-Commerce Site

This study aims to determine how lifestyle, price, and convenience influence purchasing decisions. The study was conducted for three months, starting from November 2020 to January 2021. The research method used was a survey method with a causal approach. The population in this study was the millennial population, amounting to 100 respondents. Data collection techniques using literature and questionnaires. Data were analyzed using IBM SPSS Statistics 22.0 and AMOS 22.0. All independent variables affect the dependent variable. lifestyle variable X1 which is processed using SPSS results in the coefficient table t-test shows that the X1 lifestyle variable has a significance value of 0.006 <0.05 and t-count> t-table 2.835> 1.66 with a level of 5% which indicates that the hypothesis is accepted, namely the influence from lifestyle X1 to the level of purchase decision Y. In the data that has been processed with the t-test shows that the price variable has a significance value of 0.003 <0.05 and t-hosting