PENGARUH WORD OF MOUTH, PRICE, LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP JOJA HOUSE BEKASI

Anugerahevina, Fimpi (2024) PENGARUH WORD OF MOUTH, PRICE, LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP JOJA HOUSE BEKASI. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This research aims to determine the influence of Word of Mouth, Price, and Lifestyle on Purchase Decisions at Joja House Coffee Shop in Bekasi. The research method used in this study is descriptive quantitative, utilizing both primary and secondary data. The population of this study consists of individuals who have visited and made purchases at least twice or more at Joja House Bekasi, with a sample size of 100 respondents. The sampling method used in this study is purposive sampling, taking into account certain factors. Data collection was carried out by distributing questionnaires via Google Forms to the consumers of Joja House. The data analysis method employed is Partial Least Square (PLS) analysis using the SmartPLS program. The results of this study indicate that 80.9% of the variation in the dependent variable, purchase decision, can be explained by the independent variables, namely word of mouth, price, and lifestyle, while the remaining portion can be explained by factors outside the model. The word of mouth variable in this study has a positive and significant effect on purchase decisions. This is indicated by a t-statistic value of 3.319, which is greater than 1.96, and a p-value of 0.000, which is less than 0.05. The path coefficient value of the original sample in this hypothesis test is 0.420. The price variable in this study has a positive and significant effect on purchase decisions. This is indicated by a t-statistic value of 3.775, which is greater than 1.96, and a p-value of 0.000, which is less than 0.05. The path coefficient value of the original sample in this hypothesis test is 0.319. The lifestyle variable in this study has a positive and significant effect on purchase decisions. This is indicated by a t-statistic value of 1.891, which is greater than 1.96, and a p-value of 0.029, which is less than 0.05. The path coefficient value of the original sample in this hypothesis test is 0.202.

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