Study Of The Influence Of Brand Image, Lifestyle, Store Atmosphere And Service Quality On Purchasing Decisions At Starbucks In Jember City
DOI:
https://doi.org/10.32528/issh.v3i1.444Keywords:
brand image, lifestyle, store atmosphere, service quality, purchase DecisionAbstract
This study aims to determine the effect of brand image, lifestyle, store atmosphere and service quality on purchase decision in Starbucks Jember. The population in this study is all cunsumers who have made purchase at Starbucks Jember. The samples used were 60 respondents who were consumers who had dine-in purchases at Starbucks Jembert. The sampling technique used is purposive sampling. The method of data analysis uses multiple linear regression with help of SPSS 20. The test used is data instrument test (validity and reliability), the classic assumption test (normality test, multicollinearity test, and heteroscedasticity test), analysis multiple linear regression, coefficient of determination (R2), hypothesis test (t test and F test). The results showed that partially brand image has a significant effect on purchase decision; lifestyle has a significant effect on purchase decision; store atmosphere has significant effect on purchase decision; service quality has no significant effect on purchase decision; brand image, lifestyle, store atmosphere, service quality has significant effect on purchase decision in Starbucks Jember.
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