THE INFLUENCE OF LIFESTYLE AND PROMOTION ON PURCHASING DECISION AT STARBUCKS COFFESHOP IN MANADO

Abstract

This research aims to analyze the influence of lifestyle and promotion on purchasing decisions at Starbucks Coffeeshop in Manado. This study employs a quantitative approach using multiple linear regression analysis. The data was collected through questionnaires distributed to 150 respondents who are Generation Z consumers in Manado. The findings reveal that both lifestyle and promotion have a significant and simultaneous influence on purchasing decisions. Partially, promotion shows a more dominant effect compared to lifestyle. The results also support several previous studies which state that consumer behavior in the coffee shop industry is shaped by both personal lifestyle alignment and marketing communication strategies. Therefore, it is suggested that Starbucks and similar businesses enhance their understanding of lifestyle trends and continuously innovate their promotional strategies to strengthen customer engagement and purchase intention.

Keywords: Lifestyle, Promotion, Purchasing Decision, Starbucks, Generation Z, Manado