Butar, Ichma Butar and Roessali, Wiludjeng and Nurfadillah, Suryani (2023) Analysis of the Factors Influencing the Purchase Decision of Gunung Kelir Robusta Coffee. Agromedia is published by Lembaga Penelitian dan Pengabdian pada Masyarakat (LPPM) Sekolah Tinggi Ilmu Pertanian Farming Semarang., 41 (1): 15. pp. 43-57. ISSN 2721-3080

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Abstract

This study aims to analyze the buying decision process of RGK Coffee and analyze the factors that influence the purchasing decision of RGK Coffee. The research was conducted at the Wandhe Coffee Shop belonging to the Rahayu IV Farmer Group, Sirap Hamlet, Kelurahan Village, Jambu District, Semarang Regency from 14 October to 17 November 2022. The research method used was a survey with a questionnaire tool. Sampling using accidental sampling method with a total sample of 100 respondents. The buying decision making factors studied consisted of lifestyle, quality, price, income and location factors. Determination of the number of respondents based on
the lemeshow formula. Data were analyzed descriptively and logistic regression analysis using SPSS software version 23. The results showed that the process of making a decision to purchase
RGK Coffee in the Rahayu IV Farmer Group, Semarang Regency, started from the stages of identifying needs, seeking information, evaluating alternatives, purchasing and post-purchasing.
Lifestyle factors, quality factors, price factors, income factors, and location factors simultaneously and partially have a significant influence on purchasing decisions of RGK Coffee.
Keywords: lifestyle, Mount Kelir, purchasing decision, Robusta coffee

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