PENGARUH GAYA HIDUP, PERSEPSI HARGA, DAN SOSIAL MEDIA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Abstract

The background of this research is the various coffee shops that have mushroomed in every corner of the city of Madiun, which certainly have the advantage of attracting consumers. The research objective was to determine the effect of lifestyle, price perceptions, and social media Instagram on purchasing decisions among Mucoffee Madiun consumers. The population in this study are consumers of Mucoffee. The sampling technique used purposive sampling method. Retrieval of data using the google form link. Respondents in this study were 150 respondents. The data analysis technique is multiple linear regression.The results of the study are that lifestyle has a positive and significant effect on the purchasing decisions of Mucoffee consumers, price perceptions have a positive and significant effect on the purchasing decisions of Mucoffee consumers, Instagram social media has a positive and significant effect on the purchasing decisions of Mucoffee consumers.

Keywords: Lifestyle, Perceived Price, Social Media Instagram, Purchase Decision