THE INFLUENCE OF LIFESTYLE AND BRAND IMAGE ON COFFEE PURCHASE BEHAVIOUR AT COFFEE-TO-GO SHOP

Siti Nadira Nurdiyanti · Irni Rahmayani Johan

5 citations0/0 files storedJournal of Child Family and Consumer Studies

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

The COVID-19 pandemic causes some changes on consumer behavior in buying products, including buying coffee at coffee-to-go shops. Moreover, lifestyle changes also occur in purchasing coffee. This study aims to analyze the influence of lifestyle and brand image on coffee buying behavior in coffee-to-go shops. The method used in this research was cross sectional design. The population in this study was Generation Z in the DKI Jakarta area, and the number of respondents were 146 respondents. Respondents were obtained by voluntary sampling technique. Data were collected through an online questionnaire using a Google form. The data obtained were analyzed using SPSS 25.0. The results show that there is a positive relationship between income per month, brand image and lifestyle. Moreover, income per month, lifestyle and brand image has a positive and significant relationship with coffee purchasing behavior. The results of multiple linear regression test indicate that lifestyle and brand image has a positive and significant effect on coffee purchasing behavior at coffee-to-go shops.

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1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2011Perilaku Konsumen (Teori Dan Penerapannya Dalam Pemasaran)1997Consumer Behavior: Building Marketing Strategy 2015The Impact of Brand Image on Consumer Behavior: A Literature Review 2014The Influence of Brand Image on Purchase Behaviour Through Brand Trust 2013Impact of Brand Image and Advertisement on Consumer Buying Behavior 2018The Effect Of Brand Equity, Marketing Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor 2021FAKTOR-FAKTOR YANG MEMENGARUHI PERILAKU KONSUMSI KOPI DI ERA PANDEMI COVID-19

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