Pengaruh Gaya Hidup, Suasana Cafe dan Kualitas Pelayanan Terhadap Keputusan Pembelian “Dalam Rasa Kopi” di Setu Bekasi
Bagas Mulyadi1, Novita Wahyu Setyawati2, Franciscus Dwikotjo Sri Sumantyo2
1Mahasiswa Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya, Indonesia 2Dosen Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya, Indonesia
Abstract
The purpose of this study was to understand the impact of Lifestyle, Cafe Atmosphere, and Service Quality on Purchasing Decisions. This study used a quantitative methodology with a purposive sampling technique. The population in this study were all visitors to the “Dalam Rasa Kopi” cafe, 102 respondents. The results showed that the lifestyle variable had a significant positive effect on purchasing decisions. On the other hand, the cafe atmosphere variable did not show a significant effect on purchasing decisions. In addition, the service quality variable also had a partial positive effect on purchasing decisions.