Pengaruh Kualitas Produk dan Gaya Hidup Terhadap Keputusan Pembelian (Survei pada Konsumen Café Kopi di Kota Bandung)
Abstract
Pertumbuhan industri makanan dan minuman membuat persaingan menjadi semakin berat. Café kopi yang ada saat ini perlu meningkatkan kualitas produk dan memahami gaya hidup konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan gaya hidup terhadap keputusan pembelian café kopi di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel 146 responden. Teknik analisis data yang digunakan adalah analisis linier berganda dengan alat bantu SPSS 21.0. Hasil menunjukan bahwa faktor kualitas produk dan gaya hidup mempengaruhi keputusan konsumen dalam memilih café di Kota Bandung.
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DOI: https://doi.org/10.17509/jimb.v7i2.12773
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