PENGARUH LIFE STYLE, KONSEP DIRI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI SURABAYA

Abstract

The increasingly massive development of coffee brands has caused coffee brand companies to innovate to increase purchasing decisions. Kopi Kenangan as one of the largest coffee brands in Surabaya also experienced a problem of declining purchasing decisions. The research goals to analyze the impact of Life Style, Self-Concept and Product Quality on the Purchasing Decisions of Kopi Kenangan Customers in Surabaya partially and simultaneously. This quantitative study with the research population being Kopi Kenangan Customers in Surabaya. The sampling method was through the Purposive Sampling technique so that a sample size of 100 Kopi Kenangan Customers in Surabaya was obtained. The data collection method was through questionnaires and analyzed through SPSS Multiple Linear Regression analysis. The research results prove that Life Style, Self-Concept and Quality have a significant positive impact on Purchasing Decisions partially and simultaneously.