THE EFFECT OF BRAND IMAGE, PRODUCT VARIATION, LIFESTYLE AND PRICE ON PURCHASING DECISIONS AT JANJI JIWA COFFEE SHOP AMONG GENERATION Z IN MADIUN CITY

Richardus Widiatmoko, Hendra Setiawan

Abstract


Abstract

Study This aim For For prove in a way empirical about Influence Brand Image, Variation Product , Lifestyle and Price on Purchasing Decisions At the Janji Jiwa Coffee Shop, Generation Z is Being Focused on the Research in Madiun City. This is study quantitative with amount sample as many as 384 respondents. The sampling method sample that is use sample lemeshow. Data retrieval using questionnaire with distribution via Google Form. Data analysis techniques using test equipment in the form of IBM SPSS ( Statistical Package for the Social Sciences ) Software Version 25. Research results This show that Brand inage influential to Decisions at Janji Jiwa Coffee Shop on Generation Z in the city Madiun. Variations product influential to Decisions at Janji Jiwa Coffee Shop on Generation Z in the city Madiun. Lifestyle is not influential to Decisions at Janji Jiwa Coffee Shop on Generation Z in the city Madiun . Prices are not influential to Decisions at Janji Jiwa Coffee Shop on Generation Z in Madiun City.

Keywords : Brand Image , Variation Products , Lifestyle , Prices and Purchasing Decisions


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References


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