PENGARUH GAYA HIDUP DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Abstract: Developments of local coffee shop and restaurants in big cities such as Surabaya growing rapidly, with variety concepts or creative ideas offered to attract consumers. It is addressed by Coffee Toffee in managing outlets are as attractive as possible, creating innovative, different and creative products in order to not less than the foreign coffee shop. This study was aims to analyze and discuss the effect of lifestyle and product differentiation in the purchase decision in Coffee Toffee Rungkut Surabaya. The population in this study is the peoples who visit and buy coffee at Coffee Toffee Rungkut Surabaya with range age about 15 to 27 years old. Sample in this study is 110 respondents with accidental sampling. Techniques for collection data is questionnaire and technique analysis data using multiple linear regression analysis.

Keywords: lifestyle, product differentiation, and purchasing decisions.