BAGAS , AEF SYAIFULLOH (2025) PENGARUH GAYA HIDUP DAN SERVICESCAPE TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA SEMESTA COFFEE AND SPACE DI PRINGSEWU). FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.
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Abstract
Kopi merupakan komoditas pertanian yang memiliki peranan penting dalam perekonomian dan budaya Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup dan servicescape terhadap keputusan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 114 responden yang merupakan konsumen aktif dari Semesta Coffee and Space di Pringsewu, Lampung. Data dikumpulkan melalui kuesioner dan diolah menggunakan perangkat lunak SPSS versi 24. Analisis data menggunakan analisis regresi linier berganda dan uji hipotesis. Hasil analisis menunjukkan bahwa gaya hidup dan servicescape secara parsial maupun simultan berpengaruh signifikan terhadap keputusan pembelian. Dimensi gaya hidup yang meliputi Aktivitas, minat, opini (AIO) dan servicescape yang meliputi ambient condition, spatial layout and fungsionality, dan sign, symbol, and artefacts terbukti berkontribusi terhadap keputusan positif konsumen dalam melakukan pembelian. Temuan ini mengindikasikan bahwa gaya hidup konsumen dan pengelolaan lingkungan fisik (servicescape) yang baik merupakan faktor penting dalam meningkatkan keputusan pembelian di sektor coffee shop. Kata Kunci : Coffee Shop, Gaya Hidup, Servicescape, Keputusan Pembelian. Coffee is an agricultural commodity that plays an important role in the Indonesian economy and culture. This study aims to determine the influence of lifestyle and servicescape on purchasing decisions. This study uses a quantitative approach with a survey method of 114 respondents who are active consumers of Semesta Coffee and Space in Pringsewu, Lampung. Data were collected through questionnaires and processed using SPSS version 24 software. Data analysis used multiple linear regression analysis and hypothesis testing. The results of the analysis indicate that lifestyle and servicescape partially and simultaneously have a significant influence on purchasing decisions. Lifestyle dimensions including Activities, Interests, Opinions (AIO) and servicescape dimensions including ambient conditions, spatial layout and functionality, and signs, symbols, and artifacts are proven to contribute to positive consumer decisions in making purchases. These findings indicate that consumer lifestyle and good physical environment management (servicescape) are important factors in improving purchase decisions in the coffee shop sector. Keywords: Coffee Shop, Lifestyle, Servicescape, Purchase Decisions.
| Item Type: | Other |
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| Subjects: | ?? 330 ?? ?? 650 ?? |
| Divisions: | Fakultas Ekonomi dan Bisnis > Prodi Manajemen |
| Depositing User: | UPT . Desi Zulfi Melasari |
| Date Deposited: | 28 Oct 2025 03:09 |
| Last Modified: | 28 Oct 2025 03:09 |
| URI: | http://digilib.unila.ac.id/id/eprint/92146 |
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