Pengaruh Motivasi, Persepsi dan Gaya Hidup Terhadap Keputusan Pembelian Konsumen pada Starbucks Coffee

Abstract

The purpose of this study was to determine and explain the effect of consumer motivation, consumer perceptions and consumer lifestyle on purchasing decisions at Starbucks Coffee. This study uses a quantitative approach. The research was conducted in Sumbersari, Kaliwates and Patrang Districts, Jember Regency. The sampling technique used is non-probability sampling. The sample is 150 respondents using the Ferdinand formula, the sample technique uses purposive sampling, for the reason that by using this technique the researcher can determine certain criteria set. The intended criteria are: (a) Respondents are willing to fill out the questionnaire, (b) Respondents are at least 17 years old, (c) Respondents live in Sumbersari, Kaliwates or Patrang Districts, Jember Regency, (d) Respondents have purchased coffee at Starbucks Coffee in the area Indonesia. The data analysis technique used is multiple linear regression analysis. The results showed that the variables of consumer motivation influenced purchasing decisions, consumer perceptions influenced purchasing decisions and consumer lifestyles influenced purchasing decisions, and consumer motivation, consumer perceptions, and consumer lifestyles simultaneously influenced purchasing decisions.