PENGARUH BRAND IMAGE DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This res e a r c h is meant to find out the infl uenc e of br and image and life styl e to t he
pur cha s i ng deci si on at St ar buc ks Re s er ve Gal axy Mall Sur aba ya. the popul at i on is all
cust ome r s who have ever visi t ed to St ar buc ks Reser ve Gal axy Mall Sur ab aya and the
sampl e coll ect i on techni que has been done by usi ng acci dent al sampl i ng and t he
sampl e s ar e 100 peopl e. The anal ysi s techni que has been car r i ed out by usi ng mul t i pl e
regr e s s i on anal ysi s. The res ul t of the signifi canc e test i ng par t i al infl uenc e of
indepe nd e n t vari abl es shows that br and image and life styl e have an infl uenc e to the
pur cha s i ng deci si on at St ar buc ks Reser ve Gal axy Mall Sur a baya . This res ul t is
suppor t e d by t he par t i al det e r mi n a t i on coeffi ci ent rat e of br and image 17. 63% and life
styl e vari abl e 10. 62%. It can be concl ude d from the res ul t of the test that br and image
and life styl e vari abl es each of them has an influenc e to t he pur cha si ng deci si on at
St ar buc ks Reser ve Gal axy Mall Sur ab aya, and it can be seen that the br and image is the
vari abl e whi ch has domi na nt infl uenc e to the pur cha s i ng deci si on at St ar buc ks Reser ve
Gal axy Mall Sur a baya.

Keyword s : Brand Image, Life style and Purchasing Decision