Pengaruh Gaya Hidup dan Citra Merek Terhadap Perilaku Pembelian Kopi di Kedai Coffee-To-Go

Abstract

Coffee-to-go berkembang di era global dan modern sebagai konsekuensi dari gaya hidup yang meningkat dan serba cepat. Pembelian kopi di kedai coffee to-go menjadi tren bagi generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup dan citra merek terhadap perilaku pembelian kopi di kedai coffee-to-go. Penelitian ini menggunakan desain cross sectional study, dengan populasi yaitu generasi Z di DKI Jakarta. Subjek dipilih melalui teknik voluntary sampling sejumlah 146 responden. Data dikumpulkan melalui kuesioner online menggunakan Google form, dan di analisis menggunakan SPSS 25.0. Hasil penelitian menunjukkan bahwa terdapat hubungan positif antara pendapatan per bulan, gaya hidup, dan citra merek. Pekerjaan memiliki hubungan positif signifikan dengan citra merek. Selain itu, pendapatan per bulan, pekerjaan, gaya hidup dan citra merek memiliki hubungan positif dan signifikan dengan perilaku pembelian kopi. Hasil uji regresi linear berganda menunjukkan bahwa pekerjaan dan citra merek berpengaruh positif dan signifikan terhadap perilaku pembelian kopi di kedai coffee-to-go.

Coffee-to-go is developing in the global and modern era as a consequence of an increasing and fast-paced lifestyle. Purchasing coffee at coffee-to-go shops is a trend for generation Z. This study aims to analyze the influence of lifestyle and brand image on coffee buying behavior in coffee-to-go shops. The method used in this research was cross sectional design. The population was Generation Z in the DKI Jakarta. Subjects were obtained by voluntary sampling technique totaling 146 respondents. Data were collected through an online questionnaire using a Google form. The data obtained were analyzed using SPSS 25.0. The results show that there is a positive relationship between income per month, brand image and lifestyle. Occupation has a positive significant relationship with brand image. Moreover, income per month, occupation, lifestyle and brand image has a positive significant relationship with coffee purchasing behavior. The results of multiple linear regression test indicate that occupation and brand image has a positive and significant effect on coffee purchasing behavior at coffee-to-go shops.