Analisis Gaya hidup, Produk, Harga, Promosi, Lokasi, Proses, dan Lingkungan fisik terhadap Keputusan Pembelian Pelanggan Café Tialif

Abstract

The purpose of this research is to investigate and analyze lifestyle, product, price, promotion, location, process, and physical environment for the customer purchase decision Cafe Tialif. Sample used in this research were as many as 100 respondents with criteria of the customers who come to the cafe tialif at least twice, using purposive sampling method. There is a positive and significant effect of the independent variables which is lifestyle, product, price, promotion, location, processes and physical environment of the customer purchase decision dependent variable. Through testing the Coefficient of Determination (R2 ) obtained a value of 0.723 means that the independent variables lifestyle, product, price, promotion, location, processes and physical environment affects of 72.3% of the dependent variable tialif cafe customer purchase decision, while 27.7% is affected by other variables.