PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN RUSTIC MARKET SURABAYA

Abstract

Each Food and Bevarage company needs to produce and deliver the products and services which the customer want suited with the appropite price. This research aimed to find out the effect of brand image, product quality, price, and life-style on the customers purchasing decisions Rustic Cafe Surbaya.The research was casual-quantitative. Moreover, the population was consumer who had purchased products at Rustic Cafe Surabaya. The data collection technique used incidental sampling. In line with that, there were 100 the data collection technique was a questionnaire. The questionnaires were distributed to the respondents. Additionally, the data analysis technique used multiple linear regression.The result indicated that brand image had negative and insignificant effect on consumers purchasing decisions at Rustic Cafe Surabaya Likewise; Price had a positive and significant effect on consumers purchasing decisions at Rustic Cafe Surabaya Similarly, life-style had a positive and significant effect on consumers purchasing decisions at Rustic Cafe Surabaya.