Pengaruh Lokasi Pengalaman Konsumen dan Gaya Hidup Hedonis terhadap Keputusan Pembelian pada Coffee Shop Ayo.ngopi Surabaya. (The Influence of Location, Consumer Experience and Hedonic Lifestyle on Purchasing Decisions at Ayo.ngopi Surabaya Coffee Shop).

Saputra, Bayu Oktavian (2023) Pengaruh Lokasi Pengalaman Konsumen dan Gaya Hidup Hedonis terhadap Keputusan Pembelian pada Coffee Shop Ayo.ngopi Surabaya. (The Influence of Location, Consumer Experience and Hedonic Lifestyle on Purchasing Decisions at Ayo.ngopi Surabaya Coffee Shop). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh lokasi, pengalaman konsumen dan gaya hidup hedonis terhadap keputusan pembelian pada Coffe Shop Ayo.Ngopi Surabaya secara parsial dan simultan. Penelitian ini dilakukan di coffee shop Ayo.Ngopi yang beralamatkan di Jl. Ngagel Jaya Barat No 37 B, Kec. Gubeng Kota Surabaya Jawa Timur. Waktu penelitian ini dilaksanakan pada bulan oktober - november 2022. Populasi dalam penelitian ini adalah Seluruh Konsumen Coffee Shop Ayo.Ngopi. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling dengan beberapa kriteria yang telah ditentukan dan teknik penentuan jumlah sample menggunakan rumus slovin dan diperoleh jumlah sampel sebanyak 98,68 konsumen atau 100 responden. Teknik analisis pada penelitian ini menggunakan adalah uji normalitas, uji multikolonieritas, uji heteroskedastisitas, dan uji autokorelasi, analisis regresi linier berganda , dan uji hipotesis (uji F dan uji t) dengan menggunakan SPSS 25. Dalam Penelitian ini menunjukkan bahwa dihasilkan uji t varibel lokasi (X1) berpengaruh secara positif dan signifikan terhadap keputusan pembelian (Y) dengan nilai koefisien regresi lokasi (X1) sebesar 0,002, nilai koefisien regresi pengalaman konsumen (X2) sebesar 0,000 dan nilai koefisien gaya hidup hedon (X3) sebesar 0,013, dengan demikian masing-masing varibel X berpengaruh secara positif dan signifikan terhadap variabel Y. Sedangkan uji f, diperoleh f hitung > f table yaitu 61,425 > 2,699 sehingga dapat disimpulkan bahwa variable bebas lokasi (X1), pengalaman konsumen (X2) dan gaya hedonis (X3) secara bersama-sama memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (Y).

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