KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 3 (2022): Kalbisiana

Pengaruh Gaya Hidup dan Motivasi Konsumen Terhadap Keputusan Pembelian di Alun-Alun Coffee, Rawamangun

Dody Yudha Saputra (Institut Teknologi dan Bisnis Kalbis)
Harry Sardjono (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
03 Oct 2022

Abstract

This study aims to determine how much influence the lifestyle and motivation of consumers on purchasing decisions at the Alun-Aloun Coffee, Rawamangun. This research is a quantitative study using SPSS Statistics 22 program with a total sample of 100 respondents who are residents of Jabodetabek who have bought product at Alun-Alun Coffee using nonprobability sampling and purposive sampling techniques. The results of this study indicate that the lifestyle has a significant effect on purchasing decisions with a value of 1,986 greater than 1,660 and consumer motivation has a significant effect on purchasing decisions with a value of 9,130 greater than 1,660. The benefit of this research for Alum-Alun Coffee is as input or evaluation material in order to continue to improve product quality to be able to maintain the lifestyle and motivation of consumers so that Alun-Alun Coffee can compete with other competitors.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...