Analisis Keputusan Pembelian Konsumen Fore Coffee Senopati (Studi Pada Masa Pandemi COVID19)

Kevin Arya Prajasantana, Anastasia Bernadin Dwi Mardiartmi, Jenji Gunaedi Argo

Abstract


This research is a quantitative study that aims to determine the effect of lifestyle, promotion, and product quality on purchasing decisions. The population in this study were visitors who purchased drinks at the Fore Coffee Senopati coffee shop, South Jakarta during the COVID19 pandemic. The sample size was taken by 75 respondents, with a non-probability sampling technique with purposive sampling method. The analysis technique used is descriptive and inferential with the PLS (Partial Least Square) analysis method of SmartPLS 3.2.8 software. The result of this study is that lifestyle does not have a significant and positive effect on purchasing decisions with a path coefficient of 0.066. Promotion has a positive and significant effect on purchasing decisions with a path coefficient value of 0.444. Product quality has a significant and positive effect on purchasing decisions with a path coefficient value of 0.388. The results of the determinant coefficient of lifestyle, promotion and product quality variables have an effect of 61.2% on purchasing decisions and 38.8% are influenced by other variables such as location and working hours.


Keywords


Lifestyle; Promotion; Product Quality; Purchase Decision

Full Text:

PDF

References


Brata, Baruna. (2017). The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. Saudi J. Bus. Manag. Stud.; Vol-2, Iss-4B (Apr, 2017):433-445. DOI: 10.21276/sjbms

Deliyanti Oentoro. (2012). Manajemen Pemasaran Modern. LaksBang PRESSindo

Dwi, Bernadin. (2016). MARKETING MIX ANALYSIS ON THE PERFORMANCE OF MARKETING ON MICRO, SMALL, AND MEDIUM ENTERPRISES (MSME) FASHION SECTOR IN DEPOK WEST JAVA. SEMNAS FEKON 2016 Hal. 385–401.

Farahnur, Viona. (2020). ANALYSIS OF MARKETING MIX ON PURCHASE DECISION OF THE BODY SHOP PRODUCT IN PEJATEN VILLAGE MALL OUTLET. INTERNATIONAL HUMANITIES and APPLIED SCIENCES JOURNAL (IHASJ), Volume 3, Issue 1, January 2020. e-ISSN 2622-5808; p-ISSN 2655-6553

Ferdinand Augusty. (2011). Metode Penelitian Manajemen. Universitas Diponegoro.

Givan, Bryan. (2019). Green Product Dan Gaya Hidup Pengaruhnya Pada Keputusan Pembelian (Studi Kasus Natural Coffee). Jurnal Ecodemica, Vol. 3 No. 1 April 2019. ISSN: 2355-0295, e-ISSN: 2549-8932

Imam Ghozali. (2014). Structural Equation Modeling Method & Partial Least Square (PLS). Universitas Diponegoro.

Lubis, Ahmad. (2020). The Impact of Life Style and Social Media on Purchasing Decisions in B-One Cafe, Medan. Iternational Journal of Research and Review Vol.7; Issue: 2; February 2020. E-ISSN: 2349-9788; P-ISSN: 2454-2237

Njoto, Dea. (2018). PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN WENAK TOK. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis Volume 3, Nomor 5, Desember 2018.

Pola, Febriano. (2018). ANALISIS PENGARUH HARGA, PROMOSI, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. INDOMARET MANADO UNIT JALAN SEA. Jurnal EMBA Vol.6 No.4 September 2018, Hal. 3068 – 3077. ISSN 2303-1174

Susilo, Joko. (2019). PERILAKU GAYA HIDUP GENERASI MUDA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN. JII: Jurnal Investasi Islam Vol. IV No. 1 Januari 2019. ISSN: 2541-3570; E-ISSN: 2580-9024

Syarifuddin, Aureliani. (2019). Factors that Affect Purchase of The Smartphone. JoEBGC Vol. 2, No. 1, pp. 86-95, 2019 © 2019 FEB UPNVJT. All right reserved ISSN 1979-7117 e-ISSN 2614-4115. DOI: http://ebgc.upnjatim.ac.id/index.php/ebgc

Taroreh, Rita. (2016). ANALISIS STRATEGI DIFERENSIASI, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH KOPI COFFEE ISLAND. Jurnal EMBA Vol.4 No.1 Maret 2016, Hal. 460-471. ISSN 2303-1174

Wijayanti, Silvana. (2019). PENGARUH GAYA HIDUP, KONSEP DIRI, KELAS SOSIAL DAN HARGA TERHADAP KEPUTUSAN KONSUMEN BERKUNJUNG KE KEDAI KOPI (Studi Kasus Pada Kedai Kopi XYZ di Samarinda). Research Journal of Accounting and Business Management (RJABM); P-ISSN: 2580-3115; E-ISSN: 2580-3131

Yolanda, Rila. (2017). PENGARUH PERSEPSI KUALITAS PRODUK, DAYA TARIK PROMOSI, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pembelian Produk Kosmetik Wardah Pada Mahasiswi FEB Universitas Diponegoro Semarang). Volume 6, Nomor 4, Tahun 2017, Halaman 1-12. ISSN (Online): 2337-3792


Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Konferensi Riset Nasional Manajemen Akuntansi dan Ekonomi

Diterbitkan oleh: 

Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional Veteran Jakarta

Jl. RS Fatmawati No. 1, Pondok Labu, Jakarta Selatan, Indonesia 12450

Prosiding BIEMA is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.