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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Teknologi Informasi dan Ilmu Komputer Journal of Consumer Science Journal of Consumer Sciences Sebatik Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Computer Networks, Architecture and High Performance Computing Journal Social Science And Technology For Community Service Jurnal Pengabdian Kepada Masyarakat Patikala Jurnal Abdi Masyarakat Indonesia Indonesian Journal of Economics and Management Jurnal TAM (Technology Acceptance Model)
Rahmah, Khairunnisa
Unknown Affiliation
Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Mechanical Engineering Public Health Social Sciences

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Journal : journal of consumer science

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The Effect Of Brand Equity, Marketing Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor Rahmah, Khairunnisa; Sumarwan, Ujang; Najib, Mukhammad
Journal of Consumer Sciences Vol. 3 No. 2 (2018): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.3.2.01-15

Abstract

Coffee becomes one of the important commodities both in terms of consumption and in terms of production. Therefore, the interaction in marketing with the system and its activities should be able to get closer between consumers to products and brand name of the company offered. Nowdays, urban society at this time experiencing lifestyle changes. One of the manifestations of modern lifestyle today is the habit of certain community groups who like to consume coffee in coffee shops. Base on that, the purpose of this research is to identify the characteristics of MAXX Coffee consumer, analyze the influence of brand equity, lifestyle, and marketing mix of MAXX Coffee to consumer purchase decision, and to formulate alternative marketing strategy based on factors influencing marketing mix and brand equity MAXX Coffee. This research using Structural equation Modeling (SEM) with 271 respondent based on convenience sampling method during the reseach time. Based on the results of the research, in order to create strong brand equity, the management of MAXX Coffee Bogor can invest through the improvement of several marketing mix indicators, namely price, people, process, and physical. In the context of MAXX Coffee lifestyle focus to follow the perception of today's consumer lifestyle that wants to improve the prestige and image in the environment around consumers.
The Effect of Consumer Characteristics and Lifestyle toward Purchase Decision Rahmah, Khairunnisa; Satyaninggrat, Luh Made Wisnu
Journal of Consumer Sciences Vol. 8 No. 3 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.3.395-413

Abstract

Coffee is a significant commodity in terms of both consumption and production. As a result, marketing interactions with systems and activities must be capable of bringing consumers closer to the items and corporate brand names offered. Urban neighborhoods are currently undergoing lifestyle adjustments. The consumption patterns exhibited by certain cohorts of persons who frequent coffee establishments might be viewed as a reflection of contemporary societal norms and values. The aim of this research is to determine the characteristics of customers and to examine the impact of the consumer lifestyle connected with XYZ Coffee on consumer buying decisions. The research employed a non-probability sampling method, especially convenience sampling, consisting of a sample size of 271 participants. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM). The study's findings indicate that the target demographic for XYZ Coffee products consists of economically active individuals with adequate income and substantial expenditures on food and beverages. This consumer segment is characterized by a favorable lifestyle and image, making them the primary purchasers of XYZ Coffee products.
Co-Authors Adinda Thalia Salsabila, Nurul Adita Nur Syafitra, Mohammad Agung Prabowo Amanda, Nasya Deani Amrizon, Nur Azinda Andrian, Naufal Arrafi, Muhammad Atha ARYANI, DEFI Atha Arrafi, Muhammad Azinda Amrizon, Nur Deani Amanda, Nasya Haical Syafihi, Syuck Ilham, Taufik Luh Made Wisnu Satyaninggrat Mukhammad Najib, Mukhammad Prasis Damai Nursyam Hamijaya Salsabila, Nurul Adinda Thalia Setyaninggrat, Luh Made Wisnu Syafihi, Syuck Haical Syafitra, Mohammad Adita Nur Ujang Sumarwan Yansyah, Deli