PENGARUH GAYA HIDUP DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN
Abstract: Developments
of local coffee
shop and restaurants
in big cities such
as Surabaya growing
rapidly, with variety
concepts or creative ideas
offered to attract
consumers. It is
addressed by Coffee Toffee
in managing outlets
are as attractive
as possible, creating innovative, different
and creative products
in order to
not less than
the foreign coffee shop.
This study was
aims to analyze
and discuss the effect
of lifestyle and
product differentiation in
the purchase decision
in Coffee Toffee Rungkut
Surabaya. The population
in this study
is the peoples who
visit and buy
coffee at Coffee
Toffee Rungkut Surabaya with
range age about
15 to 27
years old. Sample
in this study
is 110 respondents with
accidental sampling. Techniques for
collection data is questionnaire
and technique analysis
data using multiple
linear regression analysis.
Penulis: VONY NINDYAWATI, SRI
SETYO IRIANI
Kode Jurnal: jpmanajemendd141066
