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PENGARUH ATRIBUT PRODUK DAN MOTIF HEDONIC TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS COFFEE SHOP CABANG EAST COAST SURABAYA

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The current condition of business growth is getting tight and advanced, so it results in the competition for
market. Today Coffee Shop has become a rapid growing business. The increasing number of coffee outlet in
Indonesia has shown that this business is quite tempting. Therefore Starbucks Coffee maintains its existence in
keeping their customers by using various new innovations in order to attract and to maintain them. The aim of
this research is to find out the influence of products’ attributes and hedonic motives to the purchasing decision at
Starbucks Coffee East Coast branch Surabaya. This research is a causality research type which is done by using
accidental sampling as sample collection technique. The data is the primary data and the samples are 85 people.
The multiple linear regression analysis is used as the analysis technique. The result of examination shows that
the influence of products’ attributes and hedonic motives to the purchasing decision at Starbucks Coffee East
Coast branch Surabaya is positive and significant. It shows that the truth of the whole hypothesis has been
proven.

Keywords: product attribute, hedonic motive, and purchasing decision

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Informasi Detil

Judul Seri

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No. Panggil

AMM-142280

Penerbit

: ., 2014

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

AMM-142280

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subyek

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Info Detil Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

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