SKRIPSI: Pengaruh Harga, Store Atmosphere, dan Gaya Hidup terhadap Keputusan Pembelian Konsumen Generasi Z Kopi Kenangan di Yogyakarta

HANNAWATI, Shellivia (2025) SKRIPSI: Pengaruh Harga, Store Atmosphere, dan Gaya Hidup terhadap Keputusan Pembelian Konsumen Generasi Z Kopi Kenangan di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The study aims to examine the influence of price, store atmosphere, and lifestyle on the purchasing decisions of Generation Z consumers of Kopi Kenangan in Yogyakarta. This study uses a quantitative method. The type of data used in this study is primary data. Primary data was obtained by distributing questionnaires to 100 respondents. The sampling method used was purposive sampling. The data processed using SPSS Software. The results of this study indicate that: (1) price does not influence the purchasing decisions of the Generasi Z consumers of Kopi Kenangan in Yogyakarta, (2) store atmosphere has a positive and significant influence on the purchasing decisions of the Generasi Z consumers of Kopi Kenangan in Yogyakarta, (3) lifestyle has a positive and significant influence on the purchasing decisions of the Generasi Z consumers of Kopi Kenangan in Yogyakarta.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 11 Dec 2025 06:51
Last Modified: 11 Dec 2025 06:51
URI: http://repository.stimykpn.ac.id/id/eprint/661

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