Pengaruh Lifestyle, Brand Awareness, Dan Preferensi Konsumen Terhadap Keputusan Pembelian Di Heika Kopi Karanganyar

Abstract

The rapid growth of coffee shops in Indonesia has intensified competition, requiring business owners to understand the factors influencing consumer purchasing decisions. This study aims to analyze the influence of lifestyle, brand awareness, and consumer preferences on purchasing decisions at Heika Kopi Karanganyar. This research employed a quantitative approach using a survey method. The population consisted of consumers who had purchased products at Heika Kopi Karanganyar, with 94 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression. The findings indicate that lifestyle, brand awareness, and consumer preferences each have a positive and significant effect on purchasing decisions. Simultaneously, these three variables significantly influence purchasing decisions. The coefficient of determination indicates that lifestyle, brand awareness, and consumer preferences explain 41.2% of the variation in purchasing decisions, while the remaining 58.8% is explained by other variables outside the research model. These findings imply that coffee shop managers should strengthen brand awareness, develop marketing strategies aligned with consumer lifestyles, and improve product attributes according to consumer preferences to encourage purchasing decisions.