Pengaruh Harga, Lokasi, dan Gaya Hidup terhadap Minat Beli pada Kedai Kopi Nusantara Samarinda

Abstract

Price, location and lifestyle are important for companies that want to win market competition and get consumer buying interest. Kedai Kopi Nusantara Samarinda is one of the companies in the culinary field of coffee drinks. However, the buying interest at the Nusantara Samarinda Coffee Shop is still not optimal, not all customers come to enjoy coffee. This study aims to determine the effect of price, location and lifestyle on buying interest at the Nusantara Samarinda Coffee Shop. Price (X1), Location (X2), and Lifestyle (X3) are used as independent variables while Buying Interest (Y) is the dependent variable. Primary data obtained by conducting interviews and distributing questionnaires to 100 respondents. Secondary data obtained by making field observations. Data were analyzed using simple linear regression techniques with the help of statistical software SPSS version 23. The results showed that the variables of price, location, and lifestyle simultaneously had a positive effect on buying interest. The results of this study also indicate that the price variable partially has a negative significance towards purchase intention, the location variable partially has a positive and significant effect on purchase intention, the lifestyle variable partially has a positive and significant effect on purchase intention. The variable that most influences the purchase intention is the lifestyle variable. As for the suggestions at the Nusantara Samarinda Coffee Shop. For the company, it is hoped that the company will continue to evaluate and update the related variables, as well as other things so that a smooth business is realized, is in demand by consumers or the wider community and gets a satisfactory profit.