Gaya Hidup dan Harga Terhadap Keputusan Pembelian pada Starbucks Manado Town Square

Authors

  • Riani Lomboan Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Johny R. E. Tampi Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Danny D. S. Mukuan Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

Abstract

This research aims to determine the influence of living (X1) and the Price (X2) on the purchase decision (Y) on Starbucks Manado Town Square. This approach uses a quantitative approach, with a sample of 100 respondents using a Likert scale. The technique of collecting data in this research is by using online questionnaire deployment. The analytical techniques used in this study use double Linear analysis techniques. The data that has fulfilled the analytical techniques is processed using SPSS program tools (Statistical Package for Social Sciences). The results of this study indicate that lifestyle and prices have a significant positive effect on purchasing decisions.

References

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Hasugian. 2016. “Pengaruh Gaya Hidup, Harga dan Kelompok Referensi Terhadap Keputusan Pembelian Pada Bioskop The Premiere (Studi Pada Mahasiswa/I Fakultas Ilmu Politik Universitas Sumatera Utaraâ€.http://repository.usu.ac.id.

Kurniawan, Robert dan Budi Yuniarto, 2016. “Analisis Regresiâ€. Jakarta: Kencana.

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Sharen G. T. 2019. “Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian PT. Shopee International Indonesia Di Kota Manado†Jurnal Administrasi Bisnis (JAB). Vol. 9. No. 3, 2019.

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Published

2020-07-31

How to Cite

Lomboan, R., Tampi, J. R. E., & Mukuan, D. D. S. (2020). Gaya Hidup dan Harga Terhadap Keputusan Pembelian pada Starbucks Manado Town Square. Productivity, 1(3), 256–260. Retrieved from https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/29722

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