Research Paper
Year: 2020 | Month: February | Volume: 7 | Issue: 2 | Pages: 32-40
The Impact of Life Style and Social Media on Purchasing Decisions in B-One Cafe, Medan
Ahmad Taufik Lubis, Nisrul Irawati, Beby Karina Fawzeea Sembiring
Master of Management Universitas Sumatera Utara, Indonesia
Corresponding Author: Ahmad Taufik Lubis
ABSTRACT
The situation of the food and beverage industry in Medan, North Sumatra, according to BPS data from 2015 to 2018 tends to decline. This condition had an impact to the entreprenuer, most of them are newcomers in the culinary industry, where they are still building their brands that are not yet known by the consumer. This condition had also applied to B-One Cafe, Medan, where they had operated since 2016. Their gross sales also trend to decline. Gross sales data since 2016 showed IDR 1,131 billion, decreased in 2017 become IDR 1,076 billion and then declined again in 2018 IDR 1,011 billion. Cafe B-One indicated less responsive to the lifestyle of their customers that moslty are millenial generation. Basic characters of millenial generation are practical and always connected to the internet. Cafe B-One, Medan also do not maximized their promotion on social media, isInstagram. The objectives of this study are: 1) simultaneously to study and analyze lifestyle and social media on purchasing decisions at B-One Cafe, Medan; 2) partially to study and analyze lifestyle on purchasing decisions at B-One Cafe, Medan, and; 3) partially to study and analyze social media on purchasing decisions at B-One Cafe, Medan. Multiple regression analysis is applied for research methode. Total sample are 100 customers whom has visited at least twice to B-One Cafe, Medan.Research shown that simultaneously Lifestyle and Social Media has positive and significant effect on Purchasing Decisions at B-One Cafe, Medan. Whereas partially: Lifestyle variable has positive and significantl effect on Purchasing Decision at B-One Cafe, Medan. Partially Social Media variable has positive and significant effect on Purchasing Decisions at B-One Cafe, Medan.
Keywords: Social Media, Life Style, Purchasing Decisions.
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