Pengaruh Lifestyle, Social Media Marketing, dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Di Vidha Coffee House Kota Medan

Abstract

This study aims to determine the influence of lifestyle, social media marketing, and word of mouth on consumer purchase decisions at Vidha Coffee House in Medan City. This research is an associative study using a quantitative approach. The type of data used in this study is primary data collected through questionnaires with a sample size of 96 respondents. The analytical technique used is multiple linear regression. The results of this study show that lifestyle has a positive and significant influence on consumer purchase decisions at Vidha Coffee House in Medan City. Social media marketing has a positive and significant influence on consumer purchase decisions at Vidha Coffee House in Medan City. Word of mouth also has a positive and significant influence on consumer purchase decisions at Vidha Coffee House in Medan City. Collectively, lifestyle, social media marketing, and word of mouth have a positive and significant influence on consumer purchase decisions at Vidha Coffee House in Medan City.