PENGARUH REFERENCE GROUP, BRAND IMAGE DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS COFFEE PURI SURUA JAYA SIDOARJO (STUDI KASUS PADA STARBUCKS COFFEE PURI SURYA JAYA

Rini, Octa Karina Dwi Sulistyorini (2025) PENGARUH REFERENCE GROUP, BRAND IMAGE DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS COFFEE PURI SURUA JAYA SIDOARJO (STUDI KASUS PADA STARBUCKS COFFEE PURI SURYA JAYA. [Tugas Akhir/Skripsi] (Unpublished)

	Text ABSTRAK.pdf Download (404kB)
	Text BAB I.pdf Restricted to Repository staff only Download (157kB)
	Text BAB II.pdf Restricted to Repository staff only Download (184kB)
	Text BAB III.pdf Restricted to Repository staff only Download (138kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (282kB)
	Text BAB V.pdf Download (16kB)
	Text DAFTAR PUSTAKA.pdf Restricted to Repository staff only Download (86kB)
	Text LAMPIRAN-2.pdf Restricted to Repository staff only Download (434kB)
	Text Laporan Cek Plagiasi_1.pdf Restricted to Repository staff only Download (147kB)
	Text Laporan Cek Plagiasi_2 .pdf Restricted to Repository staff only Download (878kB)
	Text ARTIKEL.pdf Restricted to Repository staff only Download (498kB)

Abstract

This study aims to analyze the influence of Reference Group, Brand Image, and Lifestyle on purchasing decisions for Starbucks Coffee products in Sidoarjo on Starbucks consumers in Puri Surya Jaya Sidoarjo. Data were collected through questionnaires to 97 respondents selected using the purposive sampling method. Multiple linear regression analysis was used to test the relationship between these variables. The results showed that Reference Group, Brand Image, and Lifestyle significantly influenced purchasing decisions simultaneously. Partially, Brand Image has a dominant influence on purchasing decisions. This study is expected to provide benefits for companies in developing more effective marketing strategies and become a reference for similar research in the future. Keywords: Reference Group, Brand Image, Lifestyle, Purchase Decision

Item Type:	Tugas Akhir/Skripsi
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Depositing User:	42 Octa Karina Dwi Sulistyorini Uwks
Date Deposited:	14 Apr 2025 04:46
Last Modified:	14 Apr 2025 04:46
URI:	http://erepository.uwks.ac.id/id/eprint/19554

Actions (login required)

View Item

Downloads