ANALISIS BRAND IMAGE, LIFESTYLE, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI GERAI STARBUCKS COFFEE (Study Pada Konsumen Starbucks Coffee Di Kota Solo)

This study aims to analyze brand image, lifestyle and promotion decisions to buy Starbucks coffee in Surakarta. The research data was obtained from a questionnaire with the number of respondents 100 respondents who bought starbusks coffee in Surakarta. The data of this study were analyzed using multiple linear regression analysis. The equation model is processed using the SPSS application for Windows version 1.7. The results of this study are variable product quality, product diversification and promotion simultaneously have a positive and significant effect on the decision to buy Starbucks coffee, amounting to 68.9% while the remaining 31.1% is explained by other variables not examined in this study. Brand image variables have a positive and significant influence on the decision to buy Starbucks coffee, which means that brand image variables that better influence their .purchasing decisions. Lifestyle variables have a positive and significant effect on the decision to buy Starbucks coffee, which means a higher lifestyle, increased purchasing decisions. Promotion variable have a positive and significant influence on the purchase of Starbucks coffee, which means that the more frequent promotions, purchasing decisions also increase