PENGARUH LIFESTYLE, CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN TOKO KOPI TUKU BLOK M DI JAKARTA SELATAN)

Abstract

The purpose of this study was to determine the effect of lifestyle, content marketing, and electronic word of mouth on purchasing decisions. The sample in this study were 100 consumers of the Toko Kopi Tuku Blok M in South Jakarta, with the sampling method using the non-probability sampling method with accidental sampling technique. Data collection by distributing questionnaires. The research instrumen was a questionnaire with a likert scale. The result of respondents answers to the questionnaire given were then processed using SPSS version 26. The results showed that lifestyle and content marketing variables had a significant influence on purchasing decisions, while electronic word of mouth had no significant effect on purchasing decisions.