Pengaruh Brand Image, Store Atmosphere, dan Gaya Hidup Terhadap Keputusan Pembelian pada Kopi 20
Abstract
Kopi 20 is influenced by independent variables, namely brand image as X1, store atmosphere as X2, and lifestyle as X3, both partially and simultaneously. The methodology used is quantitative research. The field survey approach used in this study is direct data collection from Kopi 20 consumers by sending online questionnaires using Google Forms. The quantitative research methodology used in the study population is Kopi 20 consumers, which are then estimated using the Lemshow formula to obtain a sample of 100 responses. The questionnaire for this study is based on a Likert scale with a score range of 1 to 5. The data were analyzed using SPSS version 27 by finding many independent factors, including brand image, price, and promotion, which are considered to influence the dependent variable, purchasing decisions. Validity, reliability, multiple linear regression, partial, simultaneous, and coefficient of determination tests were used in this study. The purpose of this test was to evaluate the relationship between the elements influencing purchasing decisions and determine the extent of each aspect's influence on purchasing decisions at Kopi 20. The results of this study indicate that purchasing decisions at Kopi 20 are influenced by the independent variables, namely store atmosphere (X2), and brand image (X1), but have no effect on purchasing decisions at Kopi 20.
Downloads
References
[2] C. Kotler, Keller, Marketing Management. Pearson Education, 2021.
[3] T. Oustin and H. Habiburahman, “Pengaruh Media Sosial dan Gaya Hidup Terhadap Perilaku Konsumtif Generasi Z Pada Pembelian Sneakers (Studi Kasus Pada Mahasiswa Universitas Bandar Lampung),” Jurnal Ekonomika, 2023.
[4] N. Suwarsih, T. Gunawan, and I. Istiharini, “Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli,” Journal of Economic, Bussines and Accounting (COSTING), vol. 4, no. 2, pp. 712–730, Apr. 2021, doi: 10.31539/costing.v4i2.2043.
[5] M. Ahmad, A. Rehman, and M. Nazir, “INFLUENCE OF SOCIAL SECURITY CONTRIBUTION RATE IN EUROPEAN BANKING INDUSTRY,” International Journal of Business Management and Economic Review, vol. 02, no. 03, pp. 18–23, 2019, doi: 10.35409/IJBMER.2019.1823.
[6] T. L. P. Warganegara and D. Safitri, “Pengaruh Promosi Online dan Brand Image Terhadap Keputusan Pembelian pada Produk UMKM Kopi Kenangan Ruko Ahmad Yani di Bandar Lampung,” Jurnal EMT KITA, vol. 7, no. 2, pp. 521–529, Apr. 2023, doi: 10.35870/emt.v7i2.1159.
[7] W. Coaker, Branding with Images: The Ultimate Guide to Grow Your Business with Images: How to Build a Strong Brand Image. New York: Independently Published, 2021.
[8] A. Mcpheron, Growing Your Business: Brand Image and The Secrets to Success: How to Use Images to Grow Influence. New York: Independently published, 2021.
[9] D. Aaker and A. Biel, Brand Equity and Advertising: Advertising’s Role Building Strong Brands. Michigan: Psychology Press, 2013.
[10] N. N. Hien, N. N. Phuong, T. Van Tran, and L. D. Thang, “The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation,” Management Science Letters, pp. 1205–1212, 2020, doi: 10.5267/j.msl.2019.11.038.
[11] S. Zikrie and T. L. P. Warganegara, “PENGARUH KUALITAS PRODUK DAN STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN DI MASA PANDEMI COVID-19 (STUDI KASUS DI Cafe MARLEY’S),” SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, vol. 1, no. 4, pp. 373–382, Mar. 2022, doi: 10.54443/sibatik.v1i4.41.
[12] G. Wardinata and I. Ali Alam, “Pengaruh Perilaku Konsumen, Harga, Dan Store Atmosphere Terhadap Minat Beli Di Masa Pandemi Covid-19,” SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, vol. 1, no. 5, pp. 677–688, 2022, doi: 10.54443/sibatik.v1i5.78.
[13] I. Suryani, “Pengaruh Price Discount, Display Product, Store Atmosphere dan Shopping Emotion Terhadap Impulsive Buying (Studi Empiris Pada Pelanggan Alfamidi Super Rantepao),” Jurnal Pendidikan Tambusai, vol. 7, no. 3, 2023.
[14] V. Vendy and M. Khoiri, “Pengaruh Suasana Restoran, Kualitas Pelayanan dan Gaya Hidup terhadap Kepuasan Pelanggan Panda Hotpot and Grill,” J-MAS (Jurnal Manajemen dan Sains), vol. 8, no. 1, p. 71, Apr. 2023, doi: 10.33087/jmas.v8i1.916.
[15] P. Kotler and G. Armstrong, Principles of Marketing. Pearson Education, 2018.
[16] M. R. Pawestri and A. E. Sarwono, “Pengaruh Gaya Hidup Hedonisme, Cashless Payment, dan Literasi Keuangan Terhadap Pengelolan Keuangan Prbadi Mahasiswa Dengan Fomo Sebagai Variabel Moderasi,” Jurnal Akuntansi dan Bisnis, vol. 5(2), no. 2, pp. 252–258, 2025.
[17] F. D. Hafidh, “Determinasi Keputusan Pembelian Dan Pembelian Ulang (Literature Review Manajemen Pemasaran),” Jurnal Ilmu Manajemen Terapan, vol. 2, no. 6, pp. 790–800, 2021, doi: 10.31933/jimt.v2i6.645.
[18] I. I. Adiyantie, “Pengaruh Green Marketing, Brand Image, Dan Brand Equity Terhadap Keputusan Pembelian Produk the Body Shop Di Yogyakarta,” CAPITAL: Jurnal Ekonomi dan Manajemen, vol. 7, no. 2, p. 194, 2024, doi: 10.25273/capital.v7i2.17152.
[19] T. L. P. Warganegara and A. L. Chaniago, “Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Gas LPG 3kg Pada Pangkalan Gas Tegar Jaya Abadi,” JURNAL MANEKSI, vol. 12, no. 4, p. 10, 2023.
[20] D. T. Mahisa and Aswin, “Pengaruh Citra Merek dan Gaya Hidup Terhadap Keputusan Pembelian Produk Kopi Ketje di Bandar Lampung,” Thesis (Skripsi), Institut Informatika dan Bisnis Darmajaya, Bandar Lampung, 2024.
This work is licensed under a Creative Commons Attribution 4.0 International License.
_uk501.png)
.2022-2026_uk200_pxl_.jpg)
.png)
3.png)
