Pengaruh ekuitas merek, bauran pemasaran, dan gaya hidup terhadap keputusan pembelian (studi kasus: maxx coffee, bogor)

Coffee has an important role for the economic growth of the people in Indonesia. Coffee is an important commodity both in terms of consumption and in terms of production. Therefore the interaction in marketing with the system and its activities must be able to bring the consumers closer to the product and the company brand name offered. Along with the development of the times, urban society is currently experiencing a change in lifestyle. One manifestation of modern lifestyle today is the habit of certain groups of people who like to consume coffee in coffee shops. From the phenomenon above the researcher wants to know how consumer knowledge and assessment in one of the coffee shops in Bogor City, namely MAXX Coffee towards the development of the coffee shop business is measured from the marketing mix, lifestyle, and brand equity to uphold how much influence on purchasing decisions. The purpose of this study was to identify MAXX Coffee's consumer characteristics, analyze the influence of brand equity, lifestyle, and MAXX Coffee's marketing mix on consumer purchasing decisions, and formulate alternative marketing strategies based on factors that influence MAXX Coffee's marketing mix and brand equity. The sampling technique of this study was using convenience sampling with 271 respondents and the data obtained was processed using Structural Equation Modeling (SEM). The demographic profile of respondents in this study has a balanced composition in terms of sex with employment as private employees, and is in the age range of 18 to 38 years. Most respondents have an undergraduate education level, with an average amount of special expenditures for food and beverages of Rp. 2,000,000 to Rp. 4,000,000. Purchase and consumption behavior shows the last time to make a purchase is the day when the research (filling out the questionnaire) is done. Based on the results of the research, in order to improve consumer purchasing decisions, the management of MAXX Coffee Bogor can invest through the improvement of several marketing mix indicators, namely price, people, process, and physical. In the context of brand equity, what needs to be strengthened is in terms of consumer perceptions of the quality of MAXX Coffee Bogor by committing to quality and by maintaining the certifications held. In the context of lifestyle MAXX Coffee focuses on following the perceptions of the lifestyle of today's consumers who want to increase prestige and image in the environment around consumers