Pengaruh Gaya Hidup Hangout dan Word of Mouth Terhadap Keputusan Pembelian di Kedai Retjeh Kopi Gondang

Abstrak

This study aims to determine the influence of the hangout lifestyle and word of mouth on purchasing decisions at the Gondang coffee retjeh shop. This study uses a quantitative method with a total sample of 96 respondents using incidental sampling technique. The data collection method uses an online questionnaire. The results of this study indicate that the hangout lifestyle partially influences purchasing decisions (Sig 0.000 < 0.05, and t_count 5.928 > t_table 1.989) and word of mouth partially influences purchasing decisions (sig 0.000 <0.05 and t_count 4.909 > t_table 1.989). Hangout lifestyle and word of mouth simultaneously influence purchasing decisions at Gondang coffee retjeh shop (sig 0.000 <0.05 and f_count 202,354 > f_table 3.09).