SELVIA SADIA VARA DEVI, NPM 2101100145 (2025) PENGARUH GAYA HIDUP, KUALITAS PRODUK, BRAND EQUITY DAN SERVICESCAPE TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE KOPI PETIK RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (3). pp. 1562-1573. ISSN 2807-2219 (e-ISSN)
![[img]](http://repository.ulb.ac.id/style/images/fileicons/text.png) |
Text
COVER.pdf Download (640kB) |
|
Text
ARTIKEL.pdf Download (405kB) |
Abstract
Penelitian ini bertujuan untuk mengeksplorasi pengaruh beberapa faktor Keputusan Pembelian di Cafe Kopi Petik yang terletak di Rantauprapat. Populasi penelitian adalah para konsumen yang datang ke cafe tersebut, dan untuk menentukan jumlah sampel yang representatif, digunakan rumus Lemeshow sebanyak 96 responden. Metode pengumpulan data dilakukan melalui observasi langsung, dokumentasi, serta pembagian kuesioner kepada para responden. Penelitian ini juga melibatkan pengujian asumsi klasik, yang meliputi uji normalitas, uji heteroskedastisitas, dan uji multikolinearitas untuk memastikan validitas model yang digunakan. Dalam menganalisis data, digunakan analisis regresi linier berganda dengan pengujian t, uji F, serta koefisien determinasi (R2). Hasil penelitian menunjukkan bahwa Gaya Hidup, Kualitas Produk, Brand Equity, dan Servicescape memberikan pengaruh yang signifikan baik secara parsial maupun simultan terhadap Keputusan Pembelian konsumen di Cafe Kopi Petik Rantauprapat. Kata Kunci : Gaya Hidup, Kualitas Produk, Brand Equity, Servicescape, Keputusan Pembelian =================================================================================================== This study aims to investigate the impact of several factors on purchasing decisions at Cafe Kopi Petik, situated in Rantauprapat. The research population consisted of consumers who visited the cafe, and a representative sample of 96 respondents was determined using the Lemeshow formula. Data collection methods included direct observation, documentation, and the distribution of questionnaires to respondents. The study also involved classical assumption testing, including tests for normality, heteroscedasticity, and multicollinearity, to ensure the validity of the regression model. Data were analyzed using multiple linear regression, with t-tests, F-tests, and the coefficient of determination (R²) employed for statistical evaluation. The results indicate that Lifestyle, Product Quality, Brand Equity, and Servicescape have a significant influence, both partially and simultaneously, on consumer purchasing decisions at Cafe Kopi Petik Rantauprapat. Keywords : Lifestyle, Product Quality, Brand Equity, Servicescape, Purchasing Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Gaya Hidup, Kualitas Produk, Brand Equity, Servicescape, Keputusan Pembelian=======================Lifestyle, Product Quality, Brand Equity, Servicescape, Purchasing Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 08 Jul 2025 07:05 |
| Last Modified: | 08 Jul 2025 07:05 |
| URI: | http://repository.ulb.ac.id/id/eprint/1546 |
Actions (login required)
 |
View Item |
