Pengaruh Influencer Marketing, Lifestyle, dan Harga terhadap Keputusan Pembelian Kopi Kenangan Komplek J.City Medan Johor

Abstract

The purpose of this study was to determine and analyze the influence of influencer marketing, lifestyle and price on purchasing decisions for Kopi Kenangan Complex, J.City Medan, Johor. The population in this study are customers of Kopi Kenangan Complex, J. City Medan, Johor. The sample used in this study were 98 customer of Kopi Kenangan Complex, J.City Medan, Johor. Data collection techniques in this study used question techniques or questionnaires. Data analysis techniques using descriptive analysis and multiple linear regression analysis. Processing the data in the study using SPSS 26. Based on the partial results of the study it shows that Influencer Marketing has a positive and significant effect on Purchase Decision, Lifestyle has a positive and significant effect on Purchase Decision, and Price has a positive and significant effect onPurchase Decision, and simultaneously the variable Influencer Marketing, Lifestyle and Price have a significant effect on the Purchase Decision of Kopi Kenangan Komplek J.City Medan Johor. And based on the coefficient of determination the dependent variable is able to influence the dependent variable as much as 55.3%.