PENGARUH ELECTRONIC WORD OF MOUTH, MEDIA SOSIAL, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI KOPI COLD ‘N BREW OLEH MAHASISWA DI KOTA SURAKARTA

Abstract

One of the food and beverage industries that has experienced an increase in the community, namely coffee shop, is no exception in Surakarta. Cold 'N Brew is one of the coffee shops in Surakarta and has grown rapidly with the establishment of several branches. Cold 'N Brew is also a coffee shop that uses social media as its promotional medium. Coffee has become part of the lifestyle of youth. The development of information in the digital era makes the existence of coffee shops more visible in the community. Many things can influence consumers before making a purchase at a coffee shop, including electronic word of mouth, social media, and lifestyle. This study aims to determine the effect of each factor on purchasing decisions at Cold 'N Brew coffee shops by students in Surakarta. The research method is descriptive and analysis. The data used are primary data and secondary data. The research sample is 100 respondents with a student population in Surakarta. The analytical method used is multiple linear regression analysis. The results showed that the three variables had a significant effect with the most influential variable being the lifestyle variable with a coefficient of 0.496. The three independent variables partially simultaneously influence purchasing decisions at Cold 'N Brew.

Keywords: Cold ‘N Brew, Electronic Word of Mouth, Social Media, Lifestyle, Purchase Decision