FAKTOR-FAKTOR YANG MEMPENGARUHI REMAJA TERHADAP KEPUTUSAN PEMBELIAN DI STARBUCK COFFEE ( Studi Kasus di Ciputra World Mall Surabaya )
| Main Author: | IKE , JATU PROBO KARTIKO |
|---|---|
| Format: | Thesis NonPeerReviewed application/pdf |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.upnjatim.ac.id/6435/1/file1.pdf http://eprints.upnjatim.ac.id/6435/2/file2.pdf http://eprints.upnjatim.ac.id/6435/ |
Daftar Isi:
- Development economics in the era of globalization experienced a high level of competition. Teenagers are easy prey influenced the characteristics of the target market because they are unstable, specific and easily influenced and eventually encourage the emergence of a variety of symptoms in buying behavior that is not fair. Manufacturers should be able to develop a marketing strategy to be able to create, maintain and enhance customer satisfaction, because consumers determine the viability of a product. Therefore good service and maintain good relationships with customers, in order to remain a loyal customer. By knowing the attitude of consumers, producers can identify promotional strategies. Therefore good service and maintain good relationships with customers, in order to remain a loyal customer. By knowing the attitude of consumers, producers can identify promotional strategies. The object of research is Starbucks coffee products are much favored by coffee lovers apart because the taste and also its brand that has worldwide, including in the world of teenagers. Although the price is expensive but this should not discourage teens to continue to enjoy these products. The variables used in this research is the Social Class (X1), Lifestyle (X2), Class Reference (X3), Motivation (X4) and purchase decisions (Y). Measurement of variables using likert scale. The study population was a buyer who consume Starbucks products. This research is primary data. Sampling was purposive sampling method, the number of 97 respondents. To determine the effect of independent variables on the dependent variable, use the technique of multiple linear regression analysis. And research can be concluded that the first hypothesis which says "social class variable (X1), Lifestyle (X2), Class reference (X3) and Motivation (X4) simultaneously influence the purchasing decision (Y) Starbucks coffee at Ciputra World mall Surabaya is not truth ". While the second hypothesis which states that "social class variable (X1), and class references (X3) no partial effect on purchasing decisions (Y) Starbucks in the Ciputra world mall Surabaya is proven true". And the third hypothesis sounds "lifestyle variables (X2), and Motivation (X4) partial effect on purchasing decisions (Y) Starbucks in the Ciputra world mall Surabaya is proven true". Key words: social class, lifestyle, reference class, motivation and purchasing decisions