Analysis of Factors Influence The Public in Purchasing Gayo Coffee with Lifestyle as an Intervening Variable
(1) Universitas Isam Negeri Sumatera Utara
(2) Universitas Isam Negeri Sumatera Utara
(3) Universitas Isam Negeri Sumatera Utara
(*) Corresponding Author
Abstract
The culture of drinking coffee in Indonesia is currently experiencing very rapid development, changing a person's drinking habits, which are usually daily, to become part of a more modern lifestyle. So, because of this, the current trend of drinking coffee has increased sharply, making various coffees popular in various regions. One of the currently popular coffees in the city of Medan, North Sumatra is Gayo coffee, with its unique characteristics and various variants available. Therefore, this research aims to investigate the factors that influence Medan city residents to buy or consume Gayo coffee by adding lifestyle as an intervening variable. The method used in this research is a quantitative method using consumer purchasing decision variables (Y), product quality (X1), price (X2), and promotion (X3), as well as lifestyle (Z) as intervening variables. The number of samples studied was 200 respondents using SEM-PLS v4. The research results show that product quality variables, promotions influence lifestyle and purchasing decisions. However, for price which influences purchasing decisions but has no effect on lifestyle, apart from that, mediation shows that only product quality influences purchasing decisions with lifestyle as an intervening variable.
Keywords: Product Quality, Price, Promotion, Purchasing Decisions
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DOI: 10.24235/edueksos.v12i2.19572
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