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All Journal Jurnal Ekuivalensi Indonesian Journal of Electrical Engineering and Computer Science International Journal of Business Economics (IJBE) Janaka : Jurnal Pengabdian Masyarakat GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Jurnal Manajemen Retail Indonesia (JMARI) Jurnal Ekonomi ProBisnis : Jurnal Manajemen JURNAL REGIONOMIC Proceeding of The International Conference on Economics and Business JAMBU AIR : Journal of Accounting Management Business and International Research International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Journal of Management and Social Sciences
Hou, Amin
Universitas Mahkota Tricom Unggul
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Journal : International Journal Of Science, Technology

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The Decision To Revisit Coffee Drinking Is Seen From The Lifestyle And Attributes Of Coffee Through The Brand Image Amin Hou; Dahrul Siregar
International Journal of Science, Technology & Management Vol. 2 No. 1 (2021): January 2021
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v2i1.120

Abstract

At present, the coffee shop business continues to experience rapid development. The need for coffee changes the lifestyle of a consumer. The main objective of this research is to determine the direct and indirect effect of lifestyle variables and product attributes on purchasing decisions through brand image. This research was conducted at Keude Kupie Ulee Kareng & Gayo II in Medan City. The main target population and sample in this study were the loyal visitors at Keude Kupie Ulee Kareng & Gayo II. Where 175 respondents were selected to be the research sample. The results of the analysis show that the lifestyle and product attributes directly have a significant effect on brand image. Then, indirectly, lifestyle has an indirect effect on purchasing decisions through brand image. Product attributes have an indirect effect on purchasing decisions through brand image.
Co-Authors Adi Harianto Ahmad Fadli Ahmad Fadli Berupilihen br Ginting Berupilihen Br Ginting Berupilihen Br Ginting Chaniago, Sabaruddin Dahrul Siregar Deby Siska Oktavia Pasaribu Dewi Rafiah Pakpahan Diska Amanda Dwi Pertiwi Anggraini Eka Martyna Theodora Elisa Oktavia Simatupang Emma Novirsar Enda Astika Ester Hervina Sihombing Fauzia Mei Salsabillah Fiqrida Amalia Indra Budiman Juliansyah, Roni Khairatun Nazah Lili Maulidza M. Fakhrul Hirzi Manda Dwipayani Bhastary, Manda Dwipayani Martin Martin Maya Syahlina Mohamed Anis Benallal Mohammed Salim Benabadji Muhammad Ilham Nasution Mustapha Si Tayeb Nasib Nasib, Nasib Nirmalasari Novirsari, Emma Prianda Pebri Ratih Amelia Ratna Sari Rivai, Ahmad Roma Sihombing Sabarudddin Chaniago Sinaga, Anggiat Stevan Rejekiman Gea Suwandy Purba Tambunan, Debora Tumini Sipayung Vina Maria Ompusunggu Vina Winda Sari Widy Hastuty HS ZAKIA FADILA