PENGARUH LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA SIETE GARDEN & CAFE: Survey pada konsumen Siete Garden & Cafe Bandung

Savitri, Novita Riskiayu (2014) PENGARUH LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA SIETE GARDEN & CAFE: Survey pada konsumen Siete Garden & Cafe Bandung. Other thesis, Universitas Pendidikan Indonesia.

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Abstract

Berkembangnya gaya hidup masyarakat saat ini menjadi salah satu penyebab semakin pesatnya persaingan industri makanan dan minuman khususnya restoran dan kafe, hal ini mengharuskan para pelaku bisnis tersebut memperhatikan kebutuhan konsumennya.Seperti permasalahan pada Siete Garden & Café Bandung yang pendapatan dan jumlah konsumennya berfluktuasi dan mengalami penurunan. Hal ini menjadi penghambat Siete Garden & Café untuk mengembangkan usahanya. Penelitian ini bertujuan untuk mengetahui gambaran lifestyle serta keputusan pembelian dan sejauh mana pengaruh lifestyle terhadap keputusan pembelian Siete Garden & Café Bandung. Variabel yang diteliti meliputi dua hal yaitu lifestyle dan keputusan pembelian. Teknik pengambilan sampel dalam penelitian ini adalah systematic random sampling. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan populasi berjumlah 77.309 orang dan sampel berjumlah 100 responden. Teknik analisis yang digunakan adalah koefisien korelasi pearson dan analisis regresi sederhana. Berdasarkan hasil perhitungan korelasi sebesar 0,452 artinya terdapat hubungan yang sedang antara lifestyle dengan keputusan pembelian. KD = 20,4% sedangkan sisanya 79.6% dipengaruhi oleh faktor yang tidak diteliti. Karena lifestyle berpengaruh terhadap keputusan pembelian, maka saran untuk Siete Garden & Café Bandung adalah sebaiknya perusahaan melakukan pendekatan lifestyle untuk meningkatkan keputusan pembelian The development of people’s lifestyles today become one of the causes of the rapid competition on food and beverage industry, especially restaurants and cafes, this requires that companies need to pay attention to the needs of their customers. As the problems in Siete Garden & Café bandung’s income and number of customers fluctuating and decreasing. This problem becomes an obstacle for them to expand their business. The study aims to describe the implementation of the lifestyle and purchase decision and the influence of lifestyle on purchase decision in Siete Garden & Café Bandung. Variables studied include two things : lifestyle and purchase decision. Sampling technique in this study is systematic random sampling. This study uses description and verification with 77.309 population and 100 respondent as samples.The analysis technique used is the Pearson Correlation Coefficient and Simple Regression Analysis. Based on calculation result of correlation of 0,452 means that there is a middle relationship between lifestyle and purchase decision. KD=20,4% means that the influence of lifestyle on keputusan pembelian 20,4% while the remaining and79,6% is influenced factor unexamined. Because the lifestyle has an influence on purchase decision, Siete Garden & Café should pay attention to lifestyle in order to increase purchase decision.

Item Type: Thesis (Other)
Additional Information: No.Panggil: S PEM NOV P-2014; Pembimbing: Ayu Krishna Yuliawati
Uncontrolled Keywords: lifestyle, purcahe decision
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Staf Koordinator 2
Date Deposited: 18 Jun 2015 00:37
Last Modified: 18 Jun 2015 00:37
URI: http://repository.upi.edu/id/eprint/14701

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