PENGARUH KUALITAS PRODUK, PROMOSI, HARGA DAN GAYA HIDUP (LIFESTYLE) TERHADAP KEPUTUSAN PEMBELIAN KEDAI HITZ

Abstract

This research aimed to examine the effect of product quality, promotion, price, and lifestyle on buying decisions. Moreover, the research was quantitative. It was used to examine population an certain samples with data collection technique, in order to test hypotheses that had been given. Furthermore, the population was consumers of Hitz café. Additionally, the data collection technique used accidental sampling, in which the sample was taken accidentally to the consumers who bought at Hitz café. In line with, there were 98 respondents as the sample. In addition, the data analysis technique used multiple linear regression. While, according to the research result, it concluded that product, promotion, price, and lifestyle had a positive and significant effect on buying decisions. Meanwhile, based on partial determination coefficient, lifestyle became the dominant factor on buying decisions. In other words, the more the Hitz café focused on surrounding lifestyle which matched with demands, the more buying decisions at Hitz café would be.
Keywords: product quality, promotion, price, lifestyle, buying decision