PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN COFFEENOMOUS CILACAP
Abstract
Penelitian ini memiliki tujuan untuk mengetahui apakah terdapat pengaruh antara kualitas produk, persepsi harga, dan gaya hidup terhadap keputusan pembelian di kalangan generasi milenial. Penelitian ini menggunakan pendekatan kuantitatif, dengan teknik analisis regresi sederhana, dan regresi berganda dan pengumpulan datanya dengan menyebarkan kuesioner kepada 90 responden dari pelanggan kedai kopi Coffeenomous Cilacap yang berasal dari kalangan milenial. Hasil penelitian akan membuktikan apakah hipotesis penelitian terbukti secara empiris atau tidak”
Kata Kunci: Kualitas Produk, Persepsi harga, gaya Hidup dan keputusan
Abstract
This study aims to determine whether there is an influence between product quality, price perceptions, and lifestyle on purchasing decisions among millennials. This study uses a quantitative approach, using simple regression analysis techniques, and multiple regression and collecting data by distributing questionnaires to 90 respondents from millennial customers. The results of the research will prove whether the research hypothesis is proven empirically or not
Keywords: Product Quality, Price Perceptions and Lifestyle Decisions
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