Abstract:
The purpose of this research is to analyse the influence of personal and cultural
factors toward consumer purchase decision of Starbucks in South Jakarta. Those
factors are important for company because it would influence consumer purchase
decision. This research use quantitative analysis with has four independent
variables (lifestyle, economic condition, social class and culture) and one
dependent variable (consumer purchase decision). The analysis method that is
used in this research is multiple linear regression. The result show, there are
significant influence of lifestyle, economic condition and culture toward
consumer purchase decision. There is simultaneous significant influence of
lifestyle, economic condition, social class and culture toward consumer purchase
decision with adjusted R square is 50.6%, and the rest is 49.4% influence by other
factors.
