Pengaruh harga, lokasi dan gaya hidup terhadap keputusan pembelian konsumen (studi pada Biji Hitam Coffe Berastagi)

Abstract

Developments that occur in the current era of globalization, causing the growth of various businesses such as coffe shop. The changing behavior patterns of the community make coffee shop one of the promising business opportunities. In this study the authors use price, location and lifestyle as independent variables that will be examined how the effect on purchasing decisions. This study aims to analyze and test how much influence the price, location and lifestyle to the purchase decision on Biji Hitam Berastagi. Retrieval method that is used is the simple random sampling. The sample in this research is 100 people respondents.Methods of analysis used is the method of quantitative analysis that includes a test of validity, reliability test, test the assumptions of multiple regression analysis, classical, hypothesis testing through the test of t and F-test, as well as analysis of the coefficient of determination. Data which has filled test validity; test reliability and test assumption classical tillable thus producing the regression equation is as follows : Y= 11,955 + 0,253 X1 +0,042 X2 + 0,841 X3 + e Where variable decision purchase (Y), price (X1), location (X2), and lifestyle (X3). The testing of hypotheses test using T show that price, location, and lifestyle influential insignificant of the decision purchase. Through test F can be known that prices, location and lifestyle influential insignificant of the decision purschase. A coefficient of determination seen on adjusted R Square of 0,382 show that 38,2% variable decision purchase can be explained by variable price, location, and lifestyle the remaining 61,8% described by variable another not investigated in this research.