Pengaruh Word Of Mouth, Lifestyle dan Brand Image Terhadap Keputusan Pembelian Pada Komunitas Red Koffiee Armina Daily - Khanif Varidah; Kristiningsih Kristiningsih; Phonny Aditiawan Mulyana; Muhammad Alhakim Danurwindo (Improvement: Jurnal Manajemen dan Bisnis, 2022)
The following research aims to determine and analyze the influence ofword ofmouth, lifestyle and brand image on purchasing decisions in the Red Koffiee Armina Daily Community. The following research uses a quantitative approach and the analysis method uses multiple linear regression. The data collection technique in this research was a questionnaire with a sample of 96 respondents. The results of the following research show that word of mouth has a positive and significant effect on purchasing decisions because the significance value is 0.000 <0.05. Lifestyle has a positive and significant effect on purchasing decisions because the significance value is 0.000 <0.05. Brand image has a positive and significant effect on purchasing decisions because the significance value is 0.004 <0.05. Word of mouth, lifestyle and brand image simultaneously have a positive and significant effect on purchasing decisions because the significance value is 0.000 <0.05. Word ofmouth, lifestyle and brand image affect the purchasing decision variables by 62.4% and the remaining 37.6% is explained by other variables outside the research model..Penelitian berikut bertujuan untuk mengetahui dan menganalisis pengaruh word of mouth, lifestyle dan brand image terhadap keputusan pembelian pada Komunitas Red Koffiee Armina Daily. Penelitian berikut menggunakan pendekatan kuantitatif serta metode analisisnya menggunakan regresi linear berganda. Teknik pengambilan data pada penelitian ini menggunakan kuesioner dengan jumlah sampel 96 responden. Hasil dari penelitian berikut memperlihatkan bahwasannya word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian dikarenakan nilai signifikansi 0,000<0,05. Lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian dikarenakan nilai signifikansi 0,000 < 0,05. Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dikarenakan nilai signifikansi 0,004<0,05. Word of mouth, lifestyle dan brand image secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dikarenakan nilai signifikansi 0,000 < 0,05. Word of mouth, lifestyle dan brand image mempengaruhi variabel keputusan pembelian sebesar 62,4% dan sisanya 37,6% dijelaskan oleh variabel lain diluar model penelitian.Keywords: Word of Mouth, Lifestyle, Brand Image and Purchase Decision