PERANAN GAYA HIDUP DAN PENDAPATAN TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE DI CENTER POINT MEDAN

Abstract

This study aims to determine how the role of lifestyle and income on the decision to purchase Starbucks
Coffee at Center Point Medan, either partially or simultaneously. This study uses a descriptive
qualitative approach to show how lifestyle and income play a role in purchasing Starbucks Coffee at
Center Point Medan. In this research. The population in this research is all Starbucks Coffee Center
Point buyers whose exact number is not known. Sampling using the Lemeshow formula amounted to 96
people. Data collection was carried out using a questionnaire. The results of this study indicate that
there is a very large role and is positive and significant in lifestyle variables on purchasing decisions
for Starbucks Coffee at Center Point Medan. It is suggested that Starbucks Center Point Medan should
continue to maintain the quality of coffee that is already well-known and the facilities are good
according to the lifestyle and income of Starbucks customers