The Effect of Product Quality, Price, Promotion, and Lifestyle on Purchase Decisions to Drink the Coffee

Abstract

This study aims to determine whether the Effect of Product Quality, Price, Promotion, Lifestyle on the Decision to Purchase Current Coffee Beverages for Students at Jakarta State University. This research was conducted for two months from November to December 2019. The research method used was a survey method with a quality approach. The population in this study is the milenal society aged 18-25 years, totaling 208 respondents. Data collection techniques using literature and questionnaire techniques. The data analysis technique used SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). The results show that each variable has the same effect. So it can be said, if the decision to purchase coffee drinks today is high, then of course the quality of the product, price, promotion, and lifestyle of the community will determine a decision to purchase the coffee drink. Good Product Quality, Price, Promotion, Lifestyle will result in a high level of purchasing decisions. The description above shows that there is a joint and significant influence between Product Quality, Price, Promotion and Lifestyle