Pengaruh Gaya Hidup, Citra Merek, dan Harga Terhadap Keputusan Pembelian Kopi di Starbucks di Surabaya (Studi Kasus: Starbucks Coffee Gubeng Surabaya)

Prasetya, Ibrahim Penta (2025) Pengaruh Gaya Hidup, Citra Merek, dan Harga Terhadap Keputusan Pembelian Kopi di Starbucks di Surabaya (Studi Kasus: Starbucks Coffee Gubeng Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the influence of Lifestyle, Brand Image and Price on Purchase Decisions of Starbucks Coffee in Surabaya, a case study of Starbucks Coffee Gubeng Surabaya. In this study, the researcher used a purposive sampling method using accidental sampling, where the sample was selected intentionally by distributing questionnaires to 100 respondents. The data used in this study are primary data and secondary data. This study uses the SEM-PLS data analysis method using Smart PLS software. The data analysis techniques used are validity test data analysis, reliability test and multiple linear regression test. The results of this study indicate that this shows that Lifestyle and Brand Image does not have a significant effect on Starbucks coffee purchase decisions in Surabaya, although there is a positive relationship, the influence is not strong enough to influence purchasing decisions. Price has a significant effect on the decision to purchase Starbucks coffee in Surabaya, with a positive effect, meaning that the higher the level of dimensional conformity in the price variable, the greater the consumer's purchasing decision for Starbucks coffee in Surabaya. Lifestyle, brand image and price have a significant simultaneous effect on the decision to purchase Starbucks coffee in Surabaya, with the influence given by the three variables on the purchasing decision being classified as strong, namely 77.9%

Item Type:

Thesis (Undergraduate)

Contributors: