PENGARUH GAYA HIDUP, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Konsumen Café My Own Barn)

This study was conducted to identify and analyze the effect of lifestyle and store atmosphere on consumer purchasing decisions of Cafe My Own Barn partially or simultaneously. This research uses a quantitative approach with an explanatory type. The data collection technique in this study utilized a questionnaire. The population used is consumers who visit Café My Own Barn Where in this study using non-probability sampling techniques and using the Ferdinand formula with a sample of 80 respondents. The tests carried out are instrument tests, classical assumption tests, and data analysis tests with multiple regression equation analysis, T tests, and F tests. The results of this study indicate that lifestyle has a significant effect on purchasing decisions. Store atmosphere has a significant effect on purchasing decisions. Lifestyle and store atmosphere together have a significant effect on purchasing decisions.