PENGARUH KUALITAS LAYANAN DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN CAFÉ JALAN KOREA

Abstract

Service quality and lifestyle is one of the important factors in order to influence the purchasing decision at Café Jalan Korea, therefore, optimizing service quality and developing lifestyle is important to be noticed in order to maintain the sustainability of the business growth in the global competition. Purchasing decision can be influenced by various factors, the great influence comes from service quality and lifestyle, it has been proven by the research through questionnaires media which involves 100 people of the total numbers of visitors who have ever come to Café Jalan Korea in the early periods of December 2016 – early Januari 2017, it has obtained the coefficient correlation value (R) 0.815 which means that the service quality and lifestyle is 81.5% influence the purchasing decision at Café Jalan Korea.The regressions model of this research has been stated feasible based on the result of the F test, and it can be concluded that both partially and simultaneously service quality and lifestyle has significant influence to the purchasing decision.The correlation of service quality to the purchasing decision is 0.317 and the correlation of lifestyle to the purchasing decision is 0.118. The correlation value of lifestyle to the purchasing decision is the largest, so that it is suggested that the company should increase the service quality optimally, then to fulfill some aspects in order to increase the service quality.
Keywords: service quality, lifestyle, purchasing decision.