ANALISIS KEPUTUSAN PEMBELIAN KOPI KENANGAN: Studi Pada Generasi Milenial
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Kamal Ibrahim, .
Subject
HB Economic Theory
Datestamp
2022-01-14 08:21:46
Abstract :
This research is a quantitative study that has the objective to find out, analyze and prove the influence of lifestyle and word of mouth on purchasing decisions. This study uses millennial generation who buy Kopi Kenangan as the study population. The sample size is 50 respondents. The sampling method is non probability sampling and the sampling technique is purposive sampling. This study uses data from the collection of questionnaires. Data analysis ini this research is the method of partial least square (PLS) analysis with the help of SmartPLS 3.0 software. The results of the study show that lifestyle influences purchasing decisions, and word of mouth influences purchasing decisions.
This research is a quantitative study that has the objective to find out, analyze and prove the influence of lifestyle and word of mouth on purchasing decisions. This study uses millennial generation who buy Kopi Kenangan as the study population. The sample size is 50 respondents. The sampling method is non probability sampling and the sampling technique is purposive sampling. This study uses data from the collection of questionnaires. Data analysis ini this research is the method of partial least square (PLS) analysis with the help of SmartPLS 3.0 software. The results of the study show that lifestyle influences purchasing decisions, and word of mouth influences purchasing decisions.
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