PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI STARBUCKS RESERVE PVJ : Survei Terhadap Konsumen Starbucks Reserve PVJ

Cintya Nur Pratiwi, - (2017) PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI STARBUCKS RESERVE PVJ : Survei Terhadap Konsumen Starbucks Reserve PVJ. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Budaya kopi di Indonesia sangat berkembang akhir-akhir ini, setelah memasuki pasar Indonesia di awal tahun 2000-an, Starbucks di Indonesia terus berkembang sampai dengan hari ini, menjadi usaha retail kopi paling diminati dan menjadi bagian daripada masyarakat khususnya daerah perkotaan saat ini, banyaknya permintaan dan prestige yang didapat ketika mengkonsumsi merk yang sudah terkenal memiliki kebanggan tersendiri. Dengan demikian peneliti memilih teori gaya hidup sebagai salah satu hal yang sangat mempengaruhi pembelian di Starbucks. Variabel independent (X) yang digunakan yaitu gaya hidup (activity, interest, opinion dan demographic). Variabel dependent (Y) yaitu keputusan pembelian (pemilihan produk, pemilihan merk, pemilihan saluran distribusi, waktu pembelian, jumlah pembelian, dan metode pembayaran). Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Sampel dalam penelitian ini sebanyak 100 responden yang berkunjung dan melakukan pembelian di Starbucks Reserve PVJ. Teknik sampel menggunakan purposive sampling. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi berganda. Dimensi interest memperoleh nilai tertinggi sedangkan dimensi activity memperoleh nilai terendah. Tanggapan konsumen terhadap keputusan pembelian memperoleh nilai paling tinggi pada dimensi pemilihan merk. Indikator interest memperoleh nilai tertinggi dan activity memperoleh nilai terendah. Berdasarkan pengujian SPSS 20.0 for windows menunjukkan adanya pengaruh yang signifikan antara gaya hidup terhadap keputusan pembelian. Kata Kunci : gaya hidup, keputusan pembelian dan Starbucks Reserve PVJ The coffee culture in Indonesia has grown tremendously recently, after entering the Indonesian market in the early 2000s, Starbucks in Indonesia continues to grow to this day, becoming the most popular coffee retailer and a part of today's urban society especially. Demand and prestige obtained when consuming a well-known brand has its own pride Thus the researchers chose lifestyle theory as one of the things that greatly affect the purchase at Starbucks. The independent variable (X) used is lifestyle (activity, interest, opinion and demographic). The dependent variable (Y) is the purchase decision (product selection, brand selection, distribution channel selection, time of purchase, amount of purchase, and method of payment). The type of research used is descriptive and verifikatif. Samples in this study as many as 100 respondents who visit and make purchases in Starbucks Reserve PVJ. The sample technique used purposive sampling. Data analysis technique and hypothesis test used is multiple regression. The dimension of interest gets the highest value while the activity dimension gets the lowest value. Consumer responses to purchasing decisions scored highest on brand selection dimensions. Interest indicator scores highest and activity gets lowest score. Based on SPSS 20.0 for windows testing showed a significant influence between lifestyle to purchase decision. Key Words: lifestyle, purchase decision and Starbucks Reserve PVJ

Item Type: Thesis (S1)
Additional Information: No Panggil: S MPP CIN p-2018; Pembimbing: I. Hari. Mulyadi, II. Taufik Abdullah; Nim: 1002924
Uncontrolled Keywords: gaya hidup, keputusan pembelian dan Starbucks Reserve PVJ
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Mrs. Santi Santika
Date Deposited: 04 Sep 2019 06:57
Last Modified: 04 Sep 2019 06:57
URI: http://repository.upi.edu/id/eprint/38240

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