FAKTOR – FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KOPI PADA KEDAI KOPI SAKAW COFFEE AND BITES KABUPATEN KARANGANYAR

Abstract

Abstract: This research aims to determine the influence of lifestyle, location, store atmosphere, product quality, service quality, and promotion of consumer purchasing decisions. The basic method used in this research is descriptive method with survey techniques. This research was conducted at Sakaw Coffee and Bites Coffee Shop, Karanganyar Regency. The selection of research locations and sampling is done purposively. The types and sources of data used consist of primary data and secondary data. Data collection techniques by observation, interviews, and recording. In this study the analysis was carried out using the Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) approach and smartpls software version 3.0. The results of this study indicate that lifestyle has no effect on purchasing decisions to buy a coffee at Sakaw Coffee and Bites Coffee Shop, Location has a positive effect on purchasing decisions to buy a coffee at Sakaw Coffee Shop Coffee and Bites, Store atmosphere has a positive effect on purchasing decisions to buy a coffee at Sakaw Coffee and Bites Coffee Shop , Product Quality has a positive effect on purchasing decisions to buy a coffee at Sakaw Coffee and Bites Coffee Shop, Service Quality has no effect on purchasing decisions to buy a coffee at Sakaw Coffee and Bites Coffee Shop, and Promotion has a positive effect on purchasing decisions to buy a coffee at Sakaw Coffee Coffee Shop and Bites.

Keywords: Stuctural Equation Model (SEM), Partial Least Square (PLS), Lifestyle, Location, Store Atmosphere, Product Quality, Service Quality, Promotion.