Gaya Hidup Sehat Dalam Membentuk Keputusan Pembelian Konsumen: Sebuah Kajian Literatur

Abstract

This study seeks to systematically examine the influence of a healthy lifestyle on consumer purchasing decisions. The research employs a Systematic Literature Review (SLR) methodology by analyzing 15 national and international peer-reviewed scientific journals. The selected studies consist of quantitative research published between 2021 and 2025, which are subsequently summarized and synthesized to identify overarching patterns regarding the relationship between a healthy lifestyle and consumer purchasing behavior. The findings indicate that, in the majority of prior studies, a healthy lifestyle exerts a positive and significant influence, particularly on products directly associated with health and environmentally friendly attributes. However, several studies report that this influence is not consistently significant, especially for products that prioritize functionality or aesthetic appeal over health-related aspects. These results suggest that while a healthy lifestyle enhances consumers’ interest and propensity to make purchasing decisions for certain products, it does not uniformly function as the primary determinant in the absence of supportive product attributes and complementary marketing strategies. Overall, the findings demonstrate that the impact of a healthy lifestyle is contextdependent and should be strategically integrated into marketing efforts, particularly for health-oriented and sustainability-focused products, while maintaining an appropriate balance with functional considerations to ensure alignment with consumer needs.