PENGARUH LIFESTYLE, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KOPI BREAK DI KOTA MAKASSAR

Azizzah Fauziyah. 2023. The Influence of Lifestyle, Price, and Product Quality on Purchase Decisions on Break Coffee in Makassar City, supervised by Yuswari Nur and Nurhaeda Z.
This study aims to (1) Determine the effect of lifestyle, price, and product qualitypartially on purchasing decisions (2) To determine the effect of lifestyle, price, and product quality simultaneously on purchasing decisions (3) To determine which variableisthe most dominant among lifestyles, price and product quality on purchasing
decisionson Coffee Break in Makassar City.
The research sample is 95 respondents who are consumers of Break Coffee in Makassar City. This research uses multiple linear regression analysis methods by collecting data using a questionnaire with a Likert scale.
The results of this study show that (1) The price and product quality variables partially influence purchasing decisions at Kopi Break in Makassar, while theLifestyle
variable does not partially influence purchasing decisions at Kopi Break in Makassar. (2) Lifestyle, Price, and Product Quality variables simultaneously influence purchasing decisions at Kopi Break in Makassar. (3) The price variable that has the most dominant influence on purchasing decisions on Coffee Break in Makassar.