The Effect of Product Quality, Price, Promotion, and Lifestyle on Purchase Decisions to Drink the Coffee

15 Pages Posted: 17 Feb 2020

See all articles by Galih Prihastomo

Galih Prihastomo

State University of Jakarta, Faculty of Economics

Osly Usman

State University of Jakarta - Faculty of Economics

Date Written: December 28, 2019

Abstract

This study aims to determine whether the Effect of Product Quality, Price, Promotion, Lifestyle on the Decision to Purchase Current Coffee Beverages for Students at Jakarta State University. This research was conducted for two months from November to December 2019. The research method used was a survey method with a quality approach. The population in this study is the milenal society aged 18-25 years, totaling 208 respondents. Data collection techniques using literature and questionnaire techniques. The data analysis technique used SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). The results show that each variable has the same effect. So it can be said, if the decision to purchase coffee drinks today is high, then of course the quality of the product, price, promotion, and lifestyle of the community will determine a decision to purchase the coffee drink. Good Product Quality, Price, Promotion, Lifestyle will result in a high level of purchasing decisions. The description above shows that there is a joint and significant influence between Product Quality, Price, Promotion and Lifestyle

Keywords: Purchasing Decisions, Product Quality, Price, Promotion, Lifestyle

Suggested Citation

Prihastomo, Galih and Usman, Osly, The Effect of Product Quality, Price, Promotion, and Lifestyle on Purchase Decisions to Drink the Coffee (December 28, 2019). Available at SSRN: https://ssrn.com/abstract=3510779 or http://dx.doi.org/10.2139/ssrn.3510779

Galih Prihastomo (Contact Author)

State University of Jakarta, Faculty of Economics ( email )

Jakarta Timur, Jakarta
Indonesia

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

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