ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN KOPI WINE

Abstract

Wine coffee refers to coffee beans that have undergone a fermentation process, producing a unique taste and aroma similar to wine. The aim of this research is to evaluate the impact of cultural factors, social factors, personal factors, and psychological factors on coffee wine purchasing decisions. This research uses an accidental sampling or convenience sampling method, which is a sampling approach based on chance, where respondents are selected without prior planning, but by chance or accidentally during the research process. The results of the F test show that cultural factors, social factors, personal factors and psychological factors together influence the decision to purchase coffee and wine. The results of the t test state that cultural factors have a very significant influence on the decision to purchase coffee and wine, social factors have a significant influence on the decision to purchase coffee and wine, personal factors have a very significant influence on the decision to purchase coffee and wine, and psychological factors also have a significant influence on the decision to purchase coffee and wine.