Influence of Lifestyle , Brand Image , Price, and Promotion of Purchasing Decisions on Cafe Belikopi

Abstract

This study aims to determine and analyze the influence of lifestyle, brand image, price, and promotion variables on purchasing decisions at Belikopi Cafe. This research is a quantitative type using primary data, the primary data obtained from this study is that the researcher distributes questionnaires to consumers who come to the belikopi cafe by submitting several statements regarding lifestyle variables, brand image, prices, promotions, and purchasing decisions at the belikopi cafe using Likert scale measurement. The sampling technique in this study used probability sampling and incidental sampling which included simple random sampling using a sample of 50 respondents. The independent variables used in this study are lifestyle, brand image, price, and promotions, while the dependent variable is a purchase decision. The data analysis technique used is multiple linear regression analysis. This study uses SPSS 24, the results of this study indicate that promotion variables partially influence purchasing decisions, while lifestyle, brand image, and price variables do not influence purchasing decisions. This can be proven by the results of the coefficient of determination (R2) obtained by 0.0573 or 5.73%.