ANALISIS PENGARUH HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA RESTORAN XXX CIKARANG)

Abstract

In an era that is developing in the world community, including in Indonesia, there is a change in lifestyle (life style), the younger generation currently prefers food and spends time to the mall, and to cafes which of course the food in fast food restaurants, KFC, McD, Pizza Hut and so on. The development that continues to increase in the world economy as it is today, and technology science is growing rapidly, not only in the economic, cultural and educational sectors. Change is also inevitable in culture alone. One of these cultural changes is that ready-to-eat food that previously did not exist in Indonesia, but with the development of the era of fast food which will be widely sold and can be found in Indonesia. In this study, the formulation of the problem discussed is how the influence of price and lifestyle on purchasing decisions (Case Study at XXX  Cikarang Restaurant). This research method is a quantitative approach with secondary data. The data analysis methods in this study are validity test, reliability test, classical assumption test, hypothesis test, descriptive and data unit analysis. The results of this study are prices and lifestyles affect purchasing decisions (Case Study at XXX Cikarang Restaurant)

Keywords : Price, Lifestyle and Purchasing Decisions