Gaya Hidup Kaitannya dengan Keputusan Konsumen dalam Membeli Minuman Kopi

Abstract

This study aims to determine lifestyle of Noah's Barn’s consumer, the process of consumer purchase decision, and to find out how much influence of lifestyle on consumer decisions in Noah's Barn. The type of study used in this study is quantitative by survey method. The population used in this stu dy is all consumers who visited Noah's Barn and 100 respondents selected using systematic random sampling . The analysis technique used is simple linear regression. The results of the study showed that lifestyle variable s have positive and significant infl uence on purchasing decisions in Noah's Barn’s consumer . Lifestyle variable is able to explain the variance of purchasing decision equal to 32,1% and the residue equal to 67,9% is influenced by other variables was not examined in this study.