Influence of Lifestyle , Brand Image , Price, and Promotion of Purchasing Decisions on Cafe Belikopi
Keywords:Brand Image, Lifestyle, Price, Promotion
This study aims to determine and analyze the influence of lifestyle, brand image, price, and promotion variables on purchasing decisions at Belikopi Cafe. This research is a quantitative type using primary data, the primary data obtained from this study is that the researcher distributes questionnaires to consumers who come to the belikopi cafe by submitting several statements regarding lifestyle variables, brand image, prices, promotions, and purchasing decisions at the belikopi cafe using Likert scale measurement. The sampling technique in this study used probability sampling and incidental sampling which included simple random sampling using a sample of 50 respondents. The independent variables used in this study are lifestyle, brand image, price, and promotions, while the dependent variable is a purchase decision. The data analysis technique used is multiple linear regression analysis. This study uses SPSS 24, the results of this study indicate that promotion variables partially influence purchasing decisions, while lifestyle, brand image, and price variables do not influence purchasing decisions. This can be proven by the results of the coefficient of determination (R2) obtained by 0.0573 or 5.73%.
Mold, D. A. N. K. (2014). Android mobile phone purchase ( on FEB management students UNDIP Semarang ). https://core.ac.uk/download/pdf/19974779.pdf
Annisa Febrianty I. (2020). Pengaruh Citra Merek dan Elektronic Word of Mouth (E-WOM) Di Media Sosial Instagram Terhadap Keputusan Konsumen Pada Pembelian Donat Boenda. Thesis. ITB Widya Gama Lumajang.
D. A. Fristiana, A. E. Prihatini, dan S. Listyorini. The influence of brand image and price on purchasing decisions in crowded supermarkets Peterongan Semarang. -Welcome To , 1(2) 118-127. Retrieved January 3, 2023, from https://doi.org/10.14710/jiab.2012.839
Ge, Z., Chen, D., Zhang, J., Rao, J., Yin, J., Wang, D., Wan, X., Shi, W., & Liu, S. (2007). Facile synthesis of dumbbell-shaped dendritic-linear-dendritic triblock copolymer via reversible addition-fragmentation chain transfer polymerization. Journal of Polymer Science, Part A: Polymer Chemistry, 45(8), 1432–1445. https://doi.org/10.1002/pola.21914
Ghozali. (2018, August 12). Understand multiple linear regression analysis. Retrieved January 3, 2023, from https://accounting.binus.ac.id
Hidayati, F., Ermawati, E., & Irwanto, J. (2022). The Influence Of Brand Image And Price On The Decision To Purchase Aulia Fashion Brand Robe (Case Study On Residents Of Kec. Field-Lumajang). Journal of Organization and Business Management, 63–70.
Irawan, R., Nawangsih, & Bahtiar, R. (2019). The effect of promotion, product and price on the purchase decision of Astra Honda Motor (AHM) Auto Parts products at UD. The feeling of a motorcycle in the mud. Journal Of Management Research, 2(1), 121–129. http://jkm.stiewidyagamalumajang.ac.id/index.php/jrm.
Jerry, D. P. (2021). The effect of Product Design, Positioning, and promotion on the decision to purchase cassava chips blessing HS (Case Study on Sinar Timur store in Sukodono District, Lumajang Regency. Thesis. ITB Widya Gama Lumajang.
Kotler, p, & Keller. (2012). Marketing Management. Issue 12. Jakarta: Erlangga. Page 168.
Pritchard, D. E., & Abrori, I. (2022). The influence of Price, Promotion and product quality on purchasing decisions at Aulia Fashion Brand in Lumajang District. Della Esa Pradina 1 , Nawangsih, SAB 2 , Imam Abrori, SE., M.M 3. 233–241.
Rudianto, I. (2018). The influence of brand image and lifestyle on purchasing decision making Honda Beat in District Bululawang Kab. Malang East Java: study on Sekawan Motor Bululawang dealer.
Rukmayanti, R., & Fitriana, F. (2022). The Influence Of Product Quality, Price, And Promotion On Purchasing Decisions. Journal Of Business Management Focus, 12(2), 206–217. https://doi.org/10.12928/fokus.v12i2.6671.
Saragih, MM., B. (2018). The Effect Of Product Quality And Promotion On Purchasing Decisions. -Welcome To , 6(3), 26–33. https://doi.org/10.35137/jmbk.v6i3.220.
Sugiyono. (2019). Qualitative quantitative research methods and R&D. Bandung: Alfabeta.
Sugiyono. (2017). Metode Penelitian dan Pengembangan (Research and Development/R&D). 1st print. Bandung: Alfabeta.
Sugiyono. (2015). Business Research Methods. Bandung: Alfabeta. Pages 65.
Revelation, D., Primary, T., Darmawan, K., & Robustin, T. P. (2019). The Effect Of Product Quality And Price On Purchasing Decisions At Setia Kawan Stationery Stores In Lumajang Regency. 128–134.
Wibowo, R. E., & - , A. S. (2014). Keterkaitan Corporate Governance Dengan Corporate Social Responsibility. Maximum, 2(1), 73. https://doi.org/10.26714/mki.2.1.2011.73-82.
How to Cite
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.