PENGARUH GAYA HIDUP, HARGA DAN LOKASI TERHADAP KEPUTUSAN MEMILIH CAFE COFFEE TOFFEE DI KOTA PADANG

Abstract

This study aims to determine the influence of lifestyle, price and location towards customer‟s decision to Coffee Toffee Shop in Padang. The sample of this study is 80 customers who bought and consume shop‟s products or spend its time at Coffee Toffee Shop in Padang. More over, the sampling technique during the research of this study is Purposive Sampling. The type of data used is primary data, through questionnaires spending. In term of data analysis method, this study is adopted a multiple linear regression analysis. The study hypothesis testing is using T-test statistical tests to prove the influence of independent variables on dependent variable in partial and individual. The result of this study indicates that lifestyle variable is positive and a significant impact towards customer‟s decision to chose Coffee Toffee Shop in Padang. Mean while, according to this study‟s result, the price variable does not have positive and significant impact towards the customer‟s decision. In addition, the location variable also has negative and no significant impact towards the customer‟s decision to Coffee Toffee Shop in Padang. Furthermore, this study is suggested to the Coffee Toffee Shop in Padang to put its consideration about the price of products and shop location in order to increase the costumer‟s decision.
Keywords: Lifestyle, Price, Location, Customer’s Decision.