Pengaruh Gaya Hidup, Pengalaman Konsumen dan Produk terhadap Keputusan Pembelian Pelajar dan Mahasiswa di Kafe Nami

Nadiatul Adawiyah; M. Zainul Majdi; Muh. Fahrurrozi

doi:10.55681/armada.v4i9.3694

Authors

Nadiatul Adawiyah Universitas Hamzanwadi, Lombok Timur, Indonesia
M. Zainul Majdi Universitas Hamzanwadi, Lombok Timur, Indonesia
Muh. Fahrurrozi Universitas Hamzanwadi, Lombok Timur Indonesia

DOI:

https://doi.org/10.55681/armada.v4i9.3694

Keywords:

Gaya Hidup, Pengalaman Konsumen, Produk, Keputusan Pembelian, Konsumen Muda

Abstract

Persaingan antar-kafe lokal mendorong pentingnya pemahaman terhadap faktor psikografis dan stimulus pemasaran yang memengaruhi keputusan pembelian konsumen muda. Penelitian ini bertujuan menganalisis pengaruh gaya hidup, pengalaman konsumen, dan produk terhadap keputusan pembelian pelajar dan mahasiswa di Kafe Nami, Kecamatan Selong. Penelitian menggunakan metode survei eksplanatori dengan pendekatan potong lintang. Sebanyak 100 responden dipilih melalui teknik pengambilan sampel insidental. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan regresi linear berganda menggunakan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa gaya hidup (B=0,234; t=2,612; p=0,010), pengalaman konsumen (B=0,370; t=3,810; p<0,001), dan produk (B=0,310; t=3,192; p=0,002) berpengaruh positif dan signifikan terhadap keputusan pembelian. Model penelitian signifikan (F=68,146; p<0,001) dengan Adjusted R² sebesar 0,670. Temuan ini menunjukkan bahwa keputusan pembelian konsumen muda dipengaruhi oleh kesesuaian gaya hidup, kualitas pengalaman pelanggan, dan nilai produk yang diterima. Penelitian ini memberikan implikasi praktis bagi pengelola kafe lokal dalam mengembangkan strategi produk dan layanan yang relevan dengan kebutuhan konsumen muda.

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