Pengaruh Brand Image, Gaya Hidup Dan Harga Terhadap Keputusan Pembelian Kopi Janji Jiwa Di Cikarang Pusat

The purpose of this study was to analyze the effect of brand image, lifestyle and price on purchasing decisions of Kopi Janji Jiwa in Central Cikarang. The population of all coffee visitors promises the soul in Central Cikarang. and the sampling technique used is accidental sampling method, with a total sample of 100 respondents. The analysis technique used in this study is multiple linear regression using the SPSS version 25 program. Instrument testing uses validity and reliability tests. The results of the (partial) t test showed that brand image (X1), lifestyle (X2) and price (X3) had a positive and significant effect on the purchase decision (Y) of promised soul coffee in Central Cikarang. The results of the coefficient of determination R square show that brand image, lifestyle and price have an effect of 80.3% on the buying decision of Janji Jiwa coffee in Central Cikarang. The dominant influence on the decision to purchase three copies of the soul pledge is the price variable (X3) which has a t count of 4.13