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Realize, Realize
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Journal : Jurnal Ilmiah Universitas Batanghari Jambi

 1 
Pengaruh Gaya Hidup, Promosi, dan Lokasi terhadap Perilaku Konsumen Kedai Kopi di Kota Batam Deviana Deviana; Realize Realize
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 2 (2023): Juli
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i2.3557

Abstract

The impact of globalization has made coffee shop business owners continue to innovate so that their business can survive with increasingly fierce competition. Several factors such as giving attractive promotions and competing to find the most appropriate location that can attract consumers. With the spread of franchise coffee shops in Batam, non-franchise coffee shop business owners must start analyzing coffee shop business strategies with existing consumer behaviour so they don't lose out in this industry. The purpose of this experimentation is to understand if there is a connection between lifestyle, promotion and location towards coffee shop consumer behaviour in Batam Island. The experimentation is a quantitative research in which author gathers information by spreading questionnaires to franchised coffee consumer in Batam island. The sample collection technique that has been used is simple random sampling and done by using multiple regression analysis. Through the experiment and the analysis from 385 respondents, the results indicate that there is significant influence between lifestyle towards consumer behaviour, there is significant influence between promotion and consumer behaviour and there is no influence between location and consumer behaviour significantly. Different result shows with three variables involves with consumer behaviours where there is significant influence worth 32.3%. But simultaneously, lifestyle, promotion, and location influence consumer behaviour by 62.02.
Co-Authors AGUNG PRATAMA Algifanri Maulana, Algifanri Amin, Al Andrean, Tomi Andriyani, Baiq Dewi Budianto Sitorus candra, joni eka Deviana Deviana Dewi Patmawati Elin Elin Eni, Eni ENJELI DIVER Ependi, Winda Aprilia Eric, Eric Erwin Sitompul GRACE INGELYN Hananti, Uni Handoko, Koko HENDRA GUNAWAN B11211055 Hotman Panjaitan Husna, Lenny Ida Aju Brahmasari Indah Permata Sari James James, James Jayanto, Ricky JUNITA SARI Kiki Sumanti Kristina, Erin Lature, Agnes Filadelfia Mike Permata Sari NOVITA ANDARWATI SITORUS Novitri, Afridilla Novitri Nurhaida Prasetyo, Windra Putri, M.Kom, Anggia Dasa Reni Sundari Ritmaratri Yola Vernadila Ronald Wangdra Siagian, Gebby Mirayu Siagian, Mauli Simanjuntak, Pastima Sinaga, Deska Audyna Sitorus, Budianto Sudjono Sudjono Sundari, Reni SUSIANA SIMAMORA Syaiful Aswad Syntia, Kartini tukino, tukino wahyu arif sujatmiko Wasiman, Wasiman Yerry Susanto Yvonne Wangdra