PERAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI CAFE ORANGAE PUNCAK PADANJESE

Abstract

This research aims at finding out the influence of the lifestyle simultaneously and partially on the purchasing decision’s at the Cafe Orange Puncak Padanjese. The research subjects were 60 respondent, with the sampling technique used is purposive sampling. The data were taken through questionnaire, observation, and interview. Multiple Regression Analysis model was used to analyze the data. The results show that:  1) Lifestyle that consisted of dimensions of activity, interest and opinion simultaneously gives significant influence on the decision in purchasing at Cafe Orange Puncak Padanjese. 2) Dimension of activity partially give significant influence on the decision in purchasing at Cafe Orange Puncak Padanjese. 3) Dimension of interest partially give significant influence on the decision in purchasing at Cafe Orange Puncak Padanjese. 4) Dimension of opinion partially give significant influence on the decision in purchasing at  Cafe Orange Puncak Padanjese.

Penelitian ini bertujuan untuk mengetahui peran gaya hidup secara simultan dan parsial terhadap konsumen dalam keputusan pembelian di Cafe Orange Puncak Padanjese. Subjek dalam penelitian ini adalah 60 responden, dengan teknik penarikan sampel yang digunakan adalah purposive sampling. Metode pengumpulan data dengan kuesioner, observasi dan wawancara. Analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan: 1) Gaya hidup yang terdiri dari dimensi aktivitas, minat dan opini secara simultan memberikan pengaruh yang signifikan terhadap keputusan pembelian di Cafe Orange Puncak Padanjese. 2) Dimensi aktivitas secara parsial berpengaruh signifikan terhadap keputusan pembelian di Cafe Orange Puncak Padanjese. 3) Dimensi minat secara parsial berpengaruh signifikan terhadap keputusan pembelian di Cafe Orange Puncak Padanjese. 4) Dimensi opini secara parsial berpengaruh signifikan terhadap keputusan pembelian di Cafe Orange Puncak Padanjese.