THE INFLUENCE OF PERSONAL AND CULTURAL FACTORS TOWARD CONSUMER PURCHASE DECISION (CASE STUDY OF STARBUCKS IN SOUTH JAKARTA)

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.