Influence of Perceived Quality, Brand Image, Lifestyle and Service Quality Toward Purchase Decision

This type of research is quantitative. The data source of this research is the primary data by sampling Bakoel Koffie customers. Data is collected using accidental sampling with customers spread to 100 respondents Bakoel Koffie. The method of this research is multiple linear regression. The results showed that: (1) perceived quality significantly influence on process of purchase decision directly (2) brand image significantly influence on process of purchase decision directly (3) lifestyle significantly influence on process of purchase decision directly (4) service quality significantly influence on process of purchase decision directly. Based on the result of F test variable perceived quality, brand image, lifestyle and service quality has significant influence simultaneously on process of purchase decision. The most dominant variable is the variable service quality where t test is highest among other variables