PENGARUH GAYA HIDUP, WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE NGOPI SERIUS DI SURAKARTA

Abstract

ABSTRACT.This study aims to determine the lifestyle of consumers, word of mouth marketing communication, consumer perceptions of quality coffee products, and determine the influence of lifestyle, word of mouth and the quality of products on purchase decisions at the Ngopi Serius cafe in Surakarta. This research uses the basic methode of descriptive analytic. The research was conducted at Ngopi serius cafe in Surakarta. The method of determining the location of the research conducted by the method and the method of purposive sampling was conducted using judgment sampling with a sample size of 75 respondents. The technique of collecting data through observation, documentation, and questionnaires have been tested for validity and reliability. Analysis of the data used in this research is analysis index number three box methodand Structural Equation Model (SEM) with a model Partial Least Square (PLS). The results showed that the consumer lifestyle, word of mouth marketing communication and the consumer perception of the quality of coffee products have a high index value. There are positive influence between lifestyles, word of mouth and the quality of products on purchase decision.

Keywords : Partial Least Square, Purchasing Decision, Lifestyle, Word of Mouth,Quality Products