THE INFLUENCE OF PERSONAL AND CULTURAL

FACTORS TOWARD CONSUMER PURCHASE

DECISION

(Case Study of Starbucks in South Jakarta)

By

Ibtihal Alfa Adrian

014201300076

A thesis presented to the

Faculty of Business President University in partial fulfillment of the requirements for

Bachelor Degree in Business Major of Management

February 2017

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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.

Keywords: Personal Factor, Cultural Factor, Lifestyle, Economic Condition, Social Class, Culture, Consumer Purchase Decision.

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ACKNOWLEDGEMENT

This is the happiest moment after struggling with my undergraduate thesis and

finishing my study at President University. I still remember three years ago, Mom

and Dad accompany me to President University and moving in to dormitory and

time goes so fast directly.

Through this opportunity, I would like to show my gratitude to

1. My Parents, Mom and Dad. I don’t know how to describe my gratitude to

both of you in words, but I am so glad and proud to have parents like mom

and dad. You are the best parents in the world. Thanks for everything,

thanks for your unlimited support and care. I love you so much.

2. My Brother, Thank you for your love and support during this thesis period.

3. My Uncles, Aunties, and Cousins thank you for helping me during the

thesis period.

4. My Thesis Adviser, Mr. Purwanto, ST, MM, Thank you so much for your

guidance, attention, patience, and kindness. I’m so proud to have you as

my thesis adviser, thanks for being my thesis adviser.

5. My friends International Business 2013, I cant explain one by one but all

of you always support and help me to finish this thesis all the time. A lot

of memories can part of the management students in the President

University.

6. My best partner in this university Ezzie Mayangsari Sukandar, you are

very care and always support me since first time in university until

defense. And her friends is Shania Dwi Rantika and Mega Fatiyah.

7. The last one is for all batch 2013. Time goes so fast with all memories.

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TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET………......................................i

SKRIPSI ADVISOR RECOMMENDATION LETTER......................................ii

DECLARATION ORIGINALITY.........................................................................iii

ABSTRACT..............................................................................................................iv

ACKNOWLEDGEMENT........................................................................................v

TABLE OF CONTENTS.........................................................................................vi

LIST OF TABLES...................................................................................................ix

LIST OF FIGURES..................................................................................................x

CHAPTER I INTRODUCTION..............................................................................1

1.1 Background of the Study..............................................................................1

1.2 Problem Identification..................................................................................4

1.3 Statement of Problem...................................................................................4

1.4 Research Objective.......................................................................................5

1.5 Significance of the Study..............................................................................5

1.6 Limitation.....................................................................................................6

1.7 Organization of Study...................................................................................6

CHAPTER II LITERATURE REVIEW................................................................8

2.1 Consumer Purchase Decision.......................................................................8

2.1.1 Characteristics Affecting Consumer Purchase Decision................11

2.2 Previous Research......................................................................................17

2.3 Research Gaps............................................................................................18

2.4 Theoretical Framework..............................................................................19

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2.5 Hypothesis..................................................................................................20

CHAPTER III METHODOLOGY........................................................................22

3.1 Research Method........................................................................................22

3.2 Operational Definition Variables...............................................................23

3.3 Research Framework..................................................................................24

3.4 Research Instrument...................................................................................25

3.5 Sampling Design..........................................................................................26

3.5.1 Population.......................................................................................26

3.5.2 Margin of Error...............................................................................26

3.5.3 Sample............................................................................................26

3.5.4 Sampling Technique.......................................................................27

3.5.5 Data Collection Method.................................................................27

3.6 Reliability and Validity Test........................................................................27

3.6.1 Reliability Test...............................................................................27

3.6.2 Validity Test...................................................................................29

3.7 Descriptive Statistics Analysis.....................................................................30

3.7.1 Mean...............................................................................................30

3.7.2 Standard Deviation.........................................................................30

3.7.3 Maximum and Minimum................................................................31

3.8 Classic Assumption Test..............................................................................31

3.9 Multiple Regression Analysis......................................................................32

3.10 Hypothesis Test..........................................................................................33

3.10.1 T-Test...............................................................................................33

3.10.2 F-Test...............................................................................................34

3.10.3 The coefficient of determination (R²)..............................................35

CHAPTER IV ANALYSIS AND INTERPRETATION…………………….....36

4.1 Company Profile..........................................................................................36

4.2 Data Result Analysis....................................................................................37

4.3 Pre Test Analysis.........................................................................................37

4.3.1 Validity Test...................................................................................37

4.3.2 Reliability Test...............................................................................40

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4.4 Respondent Profiles.....................................................................................41

4.3.1 Gender...................................................................................41

4.3.2 Age........................................................................................42

4.3.3 Student Allowance per Per Month........................................43

4.5 Descriptive Statistics....................................................................................44

4.6 Classic Assumptions Test ...........................................................................45

4.6.1 Normality Test ...............................................................................45

4.6.2 Heteroscedascity Test ....................................................................47

4.6.3 Multicollinearity Test ....................................................................47

4.6.4 Autocorrelation Test ......................................................................48

4.7 Multiple Regression Analysis .....................................................................49

4.8 Hypothesis Test............................................................................................51

4.8.1 T-Test.............................................................................................51

4.8.2 F-Test .............................................................................................52

4.9 Coefficient of Determination (R²) ...............................................................52

4.10 Interpretation Result...................................................................................53

CHAPTER V CONCLUSIONS AND RECOMMENDATIONS……………....57

5.1 Conclusions..................................................................................................57

5.2 Recommendations........................................................................................58

REFERENCES........................................................................................................60

APPENDICES .........................................................................................................65

APPENDIX 1 – Data Collection Pre Test.........................................................65

APPENDIX 2 – Reliability and Validity Test...................................................68

APPENDIX 3 – Questionnaire..........................................................................75

APPENDIX 4 – Data Collection for 100 Respondents.....................................83

APPENDIX 5 – Output SPSS 23.0....................................................................90

APPENDIX 6- Turnitin……………………………………………………….94

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List of Tables

Table 3.1 Operational Definitions.........................................................................23

Table 4.1 Result of Validity Test ..........................................................................38

Table 4.2 Result of Reliability Test ......................................................................41

Table 4.3 Descriptive Statistic...............................................................................44

Table 4.4 Multicollinearity Test............................................................................48

Table 4.5 Dubin Watson Result.............................................................................49

Table 4.6 Multiple Linear Regression ..................................................................49

Table 4.7 Significance Table.................................................................................50

Table 4.8 F-Test Result ANOVA..........................................................................52

Table 4.9 Coefficient of Determination Result ....................................................53

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List of Figures

Figure 1.1 Total Outlets Starbucks..........................................................................3

Figure 2.1 Consumer Purchase Decision Process...................................................8

Figure 2.2 Characteristics Affecting Consumer Purchase Decision......................11

Figure 2.3 Theoretical Framework........................................................................20

Figure 3.1 Research Framework............................................................................23

Figure 4.1 Gender .................................................................................................41

Figure 4.2 Age ......................................................................................................42

Figure 4.3 Student Allowance per Month ............................................................43

Figure 4.4 Histogram.............................................................................................45

Figure 4.5 P- Plot Graph........................................................................................46

Figure 4.6 Heteroscedascity..................................................................................47

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CHAPTER I

INTRODUCTION

1.1 Research Background

In this era, coffee shop has become a habit of Indonesian people. Not only

drinking coffee, but the coffee shop itself is usually the destination to perform or

do certain activities, such as meeting with clients or for group study among

students (Setyaningsih, 2007). This is also supported by the widespread of coffee

shop is also not far from the influence of the big city that presents a lot of pleasure

seekers and became a favorite hangout for middle and upper class people

(Herlyana, 2012).

In Indonesia, coffee lovers comes from different age. From teenagers to adults and

even seniors, it is countless for them, coffee is a daily consumption and is part of

their daily food and drink. Coffee has now become part of the lifestyle, especially

for them who lives in big. Moreover, with the increasing number of specialty

coffee cafes and innovation in the manufacture of coffee, thus giving more and

more coffee drinkers in the world.

Coffee shop is not just a simple hangout place. Now the entertainment also can be

obtained. From live music to a place for discussion and gathering. Coffee shops

are really easy to be found, around campus, offices, or shopping centers,

especially in large cities. Based on studies conducted by Nielsen (2012) in nine

major cities in Indonesia coffee shop visitor numbers increased by nearly 3 times

in the last 3 years from 1.2 million people ranging from 10 years old and over in

2011 to 3.5 million in 2013. The biggest consumers are from Jakarta (64%), and

Starbucks selected as the most preferred (32%), then the coffee bean (21%). The

most total outlets Starbucks in Jakarta located in South Jakarta (Starbucks.co.id,

2016).

Starbucks is the coffee shop that spread from office buildings, around streets,

malls until located in the Universities area. Since the first time Starbucks entered

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Indonesia, Indonesian people would rather spend for their money for the franchise

outlets rather than western lifestyle (Xavier, 2012). Starbucks Coffee is a brand

that originated from the United States. Starbucks Coffee is known as a place for

chilling and a place to socialize in an urban society. Starbucks Coffee was first

founded in 1971 in Seattle, USA. The company was found by three persons; Jeny

Baldwin, Zey Siegel and Bowker Goredon. In 1982, Howard Schultz joined in,

since then Starbucks Coffee has been a reseller of local coffee beans that are quite

famous and respected by people around Seattle. Not only as a coffee shop, but

Starbucks opened their branches in places that are strategic such as airports, malls

and hotels.

Above is a global history of Starbucks Coffee. While in Indonesia, PT. Sari

Coffee Indonesia is the sole holder of the right to introduce and market Starbucks

Coffee in Indonesia. PT. Sari Coffee Indonesia is a subsidiary of PT. Mitra Adi

Perkasa. On May 17, 2002, Starbucks Coffee opened its first store in Indonesia.

The shop is located in Plaza Indonesia, Central Jakarta. Since then, the market

development Starbucks Coffee in Indonesia drove rapidly.

Starbucks Coffee customers come not merely want to drink coffee, but because

there is a touch of emotion that were presented outlets. Whether it's a sense of

pride, prestige, or warmth. One of the strategy from Starbucks Coffee Indonesia is

how they can attract new customers but still making the old customers stays

longer to enjoy the coffees that are offered in their shop. They came up with

installing Wi-Fi in the café, with this kind of facility consumers can still continue

their tasks or business activities while enjoying Starbucks Coffee.

Based on the data, Indonesia is on the top 10th position of the number outlets in

third quarter of 2016.

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Figure 1.1 Total Outlets Starbucks

(Source: adapted from Knoema, 2016)

Consumers have the position as one of the competitive strength through their

bargaining power. The bargaining power of consumers is very important because

they have needs and desires. To fulfil their needs, they are also the one who have

the purchasing power (time and money), deciding their choices and make a

purchase decision. According to Prasetijo, Ristiyanti & Lhalauw, J. (2005)

companies that fail to understand the needs, desires, tastes and consumer buying

decision process will fail in marketing and sales. Companies that have a

competitive advantage may affect customers or prospects (potential customers) to

a steady drop in its product selection.

Consumers decision is the one of the process from the consumer after

reconsidering a few things before deciding to purchase the product. The decision

making process begins with needs. In fulfilling this requirement, it needs to be

evaluated to obtain the best alternative of consumer perception. Consumers need

information that the quantity and importance level depending on the needs of

consumers and situations.

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1.2 Problem Identification

Generally, people who consume Starbucks products are office workers, because

the price of the product is quite high. But, along with the development of more

advanced age and modern students, they switch to a more fun place to do their

tasks, so the task is not conducted in a boring place. Starbucks became the most

common destination in Jakarta, it has become the place for meeting with the

friends or colleagues, and hanging out for the students in Jakarta.

Researcher interested to adopt the description to the research about the influence

of personal and cultural factors toward consumer purchasing decisions Starbucks

Coffee in South Jakarta. Researcher choose Starbucks as a place of research,

because Starbucks Coffee functioned as a coffee shop that sells various types of

coffee and snacks with diverse variants, and demand a lot of consumers and use

for many function and needs, especially the students. University students also

have more free time than school children. As already explained above, we often

see the Starbucks Coffee visitors are mostly the most exclusive people.

Different consumers have different characteristics that influence their purchasing

decision. Social factors, personal factors, cultural factors and psychological

factors are characteristics that influence consumer purchase decision (Kotler &

Armstrong, 2012). Particularly in this research, the researcher is going to explore

the role of personal (including lifestyle and economic condition) and cultural

(including social class and culture) in order to know how they would influence to

the consumer purchase decision of Starbucks in South Jakarta.

1.3 Statement of Problem

According to this research, there are personal and cultural factors that influence

consumer purchase decision. Researcher intends to solve the problem as follows:

1. Is there any significant influence of lifestyle toward consumer Purchase

Decision?

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2. Is there any significant influence of economic condition toward consumer

Purchase Decision?

3. Is there any significant influence of social class toward consumer Purchase

Decision?

4. Is there any significant influence of culture toward consumer Purchase

Decision?

5. Is there any simultaneous significant influence of lifestyle, economic

condition, social class and culture toward consumer purchase decision?

1.4 Research Objective

The research objective of the study as follow:

1. To find out the significant influence of Lifestyle toward consumer

Purchasing Decision.

2. To find out the significant influence of Economic Condition toward

consumer Purchasing Decision.

3. To find out the significant influence of Social Class toward consumer

Purchasing Decision.

4. To find out the significant influence of Culture toward consumer

Purchasing Decision.

5. To find out the simultaneous significant influence of lifestyle, economic

condition, social class and culture toward consumer purchasing decision.

1.5 Significance of Study

This research hopefully can expand for the knowledge, information, and

suggestion, for:

1. For company: This research would identify the factors listed above for

influence consumer behavior for Starbucks, which is beneficial to achieve the

goals of the company for the future.

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2. For researcher: It is an opportunity to apply the theories and knowledge

materials while study in university, to do the research into the following issues.

3. For future researcher: For the reference materials that will help them to

provide information conducting research in the future.

4. For university: Increase literature and study in field of personal and cultural

factors towards consumer purchase decision.

1.6 Limitation

1. This research only focus on personal and cultural factors that influence

consumer purchase decision in Starbucks

2. The respondent of this research only students who consume Starbucks in South

Jakarta.

1.7 Organization of Study

CHAPTER 1: INTRODUCTION

This chapter will consist of the research, including problem identification,

research objective, significant study, research limitation and organization of study.

CHAPTER 2: LITERATURE REVIEW

This chapter will explain about the theories of each variable, including dependent

and independent variables use in this research, show previous research and

research gap that research finds, research framework and finally, it is the

hypothesis.

CHAPTER 3: RESEARCH METHODOLOGY

This chapter will begin with the theoretical framework and explain hypothesis

development, operational definition of each variable, research instrument and

sampling of the research. The most important of this part is introduce the

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hypothesis test, multiple linier regression, classical assumption test and some

other methods data collection and analysis.

CHAPTER 4 RESULT AND DISCUSSION

The chapter will explain data analysis from the result and interpretation. Through

SPSS 23.0 to obtain and explain the final result.

CHAPTER 5 CONCLUSION AND RECOMMENDATION

This chapter will conclude whole of research in conclusion and recommendation.

Summarize from the previous chapter. And provide recommendation for future

researcher, researcher hope that the recommendation useful for other research.

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CHAPTER II

LITERATURE REVIEW

This chapter will explain about the theories of each variable, including dependent

and independent variables use in this research, show previous research and

research gap that research finds, research framework and finally, it is the

hypothesis.

2.1 Consumer Purchase decision

Consumers are individuals that buy the products for the personal consumption

(Kotler & Armstrong, 2012). The activities those consumers undertake when

obtaining, consuming and disposing of products is known as consumer behavior.

Consumer behavior involves studying how people buy, what they buy, and why

they buy. The consumer behavior model suggested that when consumer wanted to

make purchase decision, they will pass through the process through need

recognition, information search, evaluation alternatives, purchase decision and

post purchase behavior. At last, the consumer will choose product to consume

from various choice in market.

Figure 2.1 Consumer Purchase Decision Process

(Source: Kotler and Armstrong, 2012)

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Kotler and Armstrong (2012) suggest that consumer pass through all five stages in

every purchase. Figure 2.1 is recommended because it shows all the consideration

that arise when consumer faces new and complex situation.

According to Kotler and Armstrong (2012), the first stage of buyer decision

process, in which the consumer recognition a problem. Need recognition is the

result of a discrepancy between desired state and an actual state that is sufficient

to arouse and activate the decision process (See, 2001). Based on Hawkins, Best

and Coney (2004), an actual state is the way an individual perceives his or her

feelings and situation to be at the present time. A desire state is the way an

individual want to feel or be at the present time. On the other hand, the need can

be triggered by the internal stimuli when the normal person needs (Hunger, thirst)

raises to level high enough to become a drive. (Kotler et.al, 2009) A need can also

be triggered by external stimuli (information about product from friends).

The next stage is information search. Kotler and Armstrong (2012) define the

information search stage as the stage of buyer decision process in which the

consumer is aroused to search more information, consumer may simply have

heightened attention or may go into active information research. Consumer can

obtain information from any several sources. These include personal sources

(family, friends, neighbors), commercial sources (advertising, sales people,

websites), public sources (mass media, internet search) and experiential sources

(examining, using the product).

During and after the time that consumer gathers information about various

alternative solutions to recognized problem. The consumer evaluates the

alternatives and select the course of action that seem most likely to solve the

problem (Hawkins & Mothersbaugh, 2010). That is evaluation of alternatives, the

third steps of consumer decision process. According to Kotler and Armstrong

(2012) alternatives evaluation is the stage in which the consumer uses information

to evaluate alternatives brand in the choice set. The consumer arrives at attitude

toward different brands through some evaluation procedures. How consumers

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goes about evaluating purchase alternatives depends on the individual consumer

and specific buying situation.

The fourth step is purchase. In this step, consumer has decided which brand to

purchase. Based on Kotler and Armstrong concept (2012), there are two factors

that could come between purchase decision and purchase intention. The first

factor is attitudes of others. For example, when person give advices to his or her

friend to buy low prices of coffee shop, then his or her friend would reduce the

chances to buy more expensive coffee shop. The second factor is unexpected

situational factors. The consumer may from purchase intention based on factors

such as expected income, expected price, and expected product benefit. However,

unexpected event may change the purchase intention. For example, economy

might take a turn the worse.

The last step of consumer decision process is the post purchase evaluation.

According to Kotler and Armstrong (2012), post purchase evaluation is the stage

of buyer decision process in which consumer take further action after purchase,

based on satisfaction or dissatisfaction. McDaniel et.al (2006) stated that when

people recognize inconsistency between their value or opinion and their behavior,

they tend to feel an inner tension called cognitive dissonance. There are many

ways to reduce the dissonance both for the consumer and the marketers. The

consumer can justify decision, seek for new information, avoid contradictory

information, or return product. The marketers can send post purchase thank you or

letter, display product superiority in ads, or offer guarantees.

On the other hand, before consumer purchase decision comes to its process, there

are some factors that could influence consumer purchase decision process.

According Kotler and Armstrong (2012), there are four factors that could affect

the consumer purchase decision which classified into personal factors and cultural

factors. Those factors are lifestyle, economic condition, social class and culture.

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2.1.1 Characteristic Affecting Consumer Purchase Decision

According to Kotler and Armstrong (2012), consumer purchase decision is very

much influence by cultural, social, personal and psychological factors. Below al

four main factors will be presented shortly, but the main focus will be set on the

personal and cultural factors because they include the most relevant discussion for

this research. The factors presented in the personal and cultural part are: lifestyle,

economic condition, social class and culture.

Figure 2.2 Characteristics Affecting Consumer Purchase Decision

(Source: Kotler and Armstrong, 2012)

2.1.1.1 Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer purchase

decision. We will look at the role played by the culture, subculture and social

class.

2.1.1.1.1 Culture

Culture can come from family, habits, groups and the pattern of behavior from

environment of their staying (Kotler, 2012). Culture is the character of the entire

people since they have it from their around environment and can be transfer from

this generation to the next generation (Lamb, Hair, & Daniel, 2011). Culture is the

principal determining factor of desire and behavior someone (Simamora, 2008). In

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this way, much of what we do is shared behavior, passed along from one member

of society to another. This research use culture as independent variable to analyze

influence consumer purchase decision of Starbucks.

2.1.1.1.2 Subculture

Under culture there are smaller groups of people or subculture, that share the same

value system based on common life experience and situations. These groups

include nationalities, religions, racial groups, and geographic regions (Palani &

Sohrabi, 2013).

2.1.1.1.3 Social Class

For every people has the social class, determine by the common values, interest

and behavior (Simamora, 2008). At one point, we can be classifying people has

the social class if support from the income, but social class determine by

background of their education qualification, resource they have and what is their

profession and other variables (Shah, 2010). Social class are society members

have values, interest and same behavior. This research use social class as

independent variable to analyse influence consumer purchase decision of

starbucks.

2.1.1.2 Personal Factors

Consumer decision is influence by personal factors such as lifestyle, economic

condition, age and life cycle, occupation, personality and self concept.

2.1.1.2.1 Age and Life Cycle Stage

People change the products they buy over their lifetimes (Yakup & Jablonks,

2012). Consume has different need in what they want in classification of age.

People also can change of their taste of the products. Life stage changes usually

result from demographics and life changing events marriage, having children,

purchasing home, divorce, children going to college, changes in personal income,

moving out of the house and retirement (Kotler and Armstrong, 2012). Marketers

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often define their target market in terms of life cycle stage and develop

appropriate products and marketing plans (Yakup & Jablonks, 2012).

2.1.1.2.2 Occupation

Occupation refers doing of work in the activities and consumer can effect of

bought product or service (Kotler & Armstrong, 2012). Marketers try to identify

the occupational groups that have an above average interest in their products or

service. A company can even specialize in making products needed by given

occupational group.

2.1.1.2.3 Economic Situation

Economic situation has significant influence toward consumer purchase decision

which people who has high economical level has great purchasing power. People

who have high economic level mean that its people have many alternatives to

choose and get good quality of product without seeking the price.

The condition of buying tendency of an individual is directly proportional to

his/her income per month (Guide,2013). If economic indicators point to a

recession, marketers can take steps to re-price their products.

Consumer economic situation has great influence on his/her buying behavior. If

the income or savings customers high then he/she will purchase more expensive

for the products. Beside that, person with the low income or savings will purchase

the inexpensive products (Shah, 2010). So, this research use economic condition

as independent variable to analyze the influence of consumer purchase decision of

starbucks.

2.1.1.2.4 Lifestyle

Lifestyle is a way to segment people into groups based on three things: opinions,

attitudes, activities (Sodhganga, 2012). Lifestyle means the ways groups pattern

life of consumers spend time and money. Marketers exploit this desire to move

into a better lifestyle by showcasing people who are better off than the intended

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target market in their ads, and also means for consumer to spend their time and

money in their daily activities. The pattern of a persons life can be show in their

activity, interests and opinions of the person. People who come of culture, social

class, and the same work may have a different lifestyle treat them in acquisition,

use and disposition of goods and service because it makes also pattern life of

people.

According to Wang, Tina, Yinyin (2010) lifestyle becomes popular concept and

marketers use it very commonly to build relationship of their product with the

target consumers daily life because consumer often choose product because they

are associated with certain lifestyle.

In this research, lifestyle is one of independent variable that influence of personal

and cultural factors toward consumer purchase decision.

2.1.1.2.5 Personality and Self Concept

Personality is usually describe in terms of traits such as self confidence,

dominance, sociability, adaptability, and aggressiveness. Personality can be useful

in analysing consumer behavior for certain product (Kotler and Armstrong, 2012).

2.1.1.3 Social Factors

The important social factors are: reference groups, family, role and status.

(Perreau, 2010.) It can be influence consumer to selecting of the products.

2.1.1.3.1 References Group and Family

During the decision making process, consumers tend to always influence by the

social group, which is people. Depending on various factors, consumers might

listen and believe in different social groups (Lay-Yee, Kok-Siew, & Yin-Fah,

2013).

Reference group is an actual or imaginary individual or group conceived of

having significant relevant upon an individual evaluations, aspiration or behavior

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(Mohan, 2014). People often are influence by reference groups to which they do

not belong. On the other hand, word of mouth influence can have a powerful

impact on consumer buying behavior (Kotler and Armstrong, 2012). The personal

words and recommendation of trusted friends, associates, and others consumers

tend to be more credible than those coming from commercial sources, such as

advertisement or sales people. Most word of mouth influence happens naturally,

consumers start chatting about product they feel strong about one way or the other.

Within reference groups, people who exert influence on others because of specific

skills, knowledge, personality and other characteristics are known to be opinion

leader (Shah, 2010).

In accordance with references groups, family is a special primary group.

According to Commuri and Gentry (2000), family as consuming and decision

making unit central phenomenon in marketing and consumer behavior. Indeed,

family is the most important consumption buying organization in society, it has

been researched extensively (Kotler and Armstrong, 2012). For many consumers,

family is the most important social institution that strongly influence buyer

behavior, values, attitudes and self concept. Family is always responsible toward

children for socialization process in passing down cultural norms and values

(Kotler et al, 2009).

2.1.1.3.2 Roles and Status

Every individual in the society does have different roles and status depending

upon the position and relation that he or she holds in different group and

organization. Based on Kotler and Armstrong (2012), a role consist of the

activities people are expected to perform according to the people around them.

Each role carries status reflecting the general esteem and social position given to it

by society. People usually choose product appropriate to their roles and status.

2.1.1.4 Psychological Factors

A person purchasing choice are influence by four factors psychological factors:

motivation, perception, learning, and beliefs and attitudes.

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2.1.1.4.1 Motivation

A motive is need that is sufficiently pressing to direct the person to seek

satisfaction (Kotler and Armstrong, 2012). Motivation is process that starts when

customers has needs that he or she wants to satisfy. This is satisfied through the

purchase the products. A person can be motivated to buy products for convenience,

style, for prestige, self pride, or being at par with others.

2.1.1.4.2 Perception

According Kotler and Armstrong (2012), perception is the process by which

people select, organize, and interpret information to form a meaningful picture of

the world. In other words, perception determines what people see and feel. People

can form different perceptions of the same stimulus because of three perceptual

processes (Kotler and Armstrong, 2012).

1. Selective attention: our eyes and minds seek out and notice only

information that interest us.

2. Selective distortion: we screen out or modify ideas, messages and

information that conflict with previously learned attitudes and beliefs.

3. Selective retention: we remember only what we want to remember.

2.1.1.4.3 Learning

Learning is about knowledge and experience. Consumer learning by the past

purchase experience that will be implemented to the future purchase (Kardes et al,

2011). Learning refers to the process by which consumers change their behavior

after they gain information or experience product. Basically, people seek the

information and knowledge that support is it as required or not. Before decide to

purchase the product, even people who has been consume the product he don’t

buy the crummy product.

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2.1.1.4.4 Belief and Attitudes

According to Kotler and Armstrong (2012), belief is descriptive thought that a

person has about something. Belief may be based on real knowledge, opinion, or

faith and may or may not carry an emotional charge. Belief are not action oriented,

it is possible to have a belief without really caring what its like. Based on Kotler

and Armstrong (2012), attitude describe person relatively consistent evaluation,

feelings and tendencies toward an object or idea. Attitudes put people into frame

of mind of linking or dislike things, of moving forward of away from them.

2.2 Previous Research

Compare for the other research, in this study survey most basic for the main

influence factors. Through the data collection and analysis can compare the factor

can influence in consumer purchasing decision is the largest. And make the

corresponding policies to solve the problems. In previous research above it show

the result from the other researcher, it shows different result also. Here is

summary:

1. Shabrina (2009). Title: Influence personal factors toward purchasing decision in

Starbucks Coffee Shop: A study on Starbucks Sun Plaza Medan. This research

using quantitative method and this research survey on personal factor in

purchasing decision, the variables are age, occupation, lifestyle, economic

condition and self personal. The final result are occupation, lifestyle and economic

condition has significant influence toward purchasing decision. But, age and self

personal is not significant influence in purchasing decision.

2. Ufi (2014). Title: Pengaruh Budaya, Kelas Sosial, Kelompok Referensi,

Keluarga dan Psikologis Terhadap Pengambilan Keputusan Pembelian

Rengginang Lorjuk (Studi Kasus Pada Konsumen Rengginang Lorjuk Tiga

Merpati Sumenep Madura). This study aims to determine the effect of consumer

behavior factors consisting of cultural, social class, reference groups, family and

psychological in the purchasing decision Rengginang Lorjuk. This independent

18

variable are culture, social class, reference groups, family, psychological and

purchasing decisions as dependent variable. The result is culture, social class,

reference groups, family, psychological has significant influence toward purchase

decision.

3.Yakup (2014). Title: The Influence of Cultural Factors on Consumer Buying

Behaviors and an Application in Turkey. This research has the variable culture,

sub culture and social class. The result is survey respondents belief, culture and

tradition the most important factor around 60%.

4.Valentina (2015) Title: Pengaruh Faktor Budaya dan Faktor Pribadi Terhadap

Keputusan Pembelian Batik (Studi pada Mahasiswa Universitas Kanjuruhan

Malang). This variable in this research culture, social class, subculture, lifestyle,

economic condition, age, personality and occupation. The dependent variables

is purchase decision. The result of this research is personal and cultural factor

has simultaneous significant influence toward purchase decision.

2.3 Research Gaps

Compare with researcher above, in the different research has different result about

factors influence on consumer purchasing decision. The next contents include

summary above researcher with study gaps as follow:

1. Shabrina (2009). Title: Influence Personal Factors toward purchasing decision

in Starbucks Coffee Shop: A study on Starbucks Sun Plaza Medan. The different

variables are age, occupation and self personal. The final result is lifestyle and

economic condition have significant influence toward purchasing decision. The

research place and sample is different, in Starbucks Sun Plaza Medan city.

2. Ufi (2014). Title: Pengaruh Budaya, Kelas Sosial, Kelompok Referensi,

Keluarga dan Psikologis Terhadap Pengambilan Keputusan Pembelian

Rengginang Lorjuk (Studi Kasus Pada Konsumen Rengginang Lorjuk Tiga

Merpati Sumenep Madura). The different variables is reference group, family and

psychological. Final result different with this research, the result show that

19

cultural, social class, reference group, family and psychological has significant

influence toward purchase decision. Because of different research has different

place, timing and respondent so can get different result also.

3. Yukup (2014). Title: The Influence of Cultural Factors on Consumer Buying

Behaviors and an Application in Turkey. In This research, using demographic

characteristic of respondents for consumer buying behavior. Compare two

research, there is one different variable is subculture.

4. Valentina (2015) Title: Pengaruh Faktor Budaya dan Faktor Pribadi Terhadap

Keputusan Pembelian Batik (Studi pada Mahasiswa Universitas Kanjuruhan

Malang). Different variable is subculture, age, personality and occupation. Final

result all the variables has significant influence toward purchase decision. The

research place and sample different, In student Kanjuruhan University, Malang.

Collect data in different period.

2.4 Theoretical Framework

Consumer purchase decision is very much influence by cultural, social, personal

and psychological factors (Kotler and Armstrong, 2012). Researcher want to

implemented the theory on Starbucks. In theory there are independent variables,

which are Lifestyle (X1), Economic condition (X2), Social class (X3) and Culture

(X4). Consumer purchase decision is dependent variable.

20

H1

H2

H3

H4

H5

Figure 2.3: Theoretical Framework

Source: adapted from Kotler & Armstrong, 2012

2.5 Hypothesis

Hypothesis is a tentative, yet testable statement, which predict what the researcher

expect to find in conducting research and derived from the theory on which

conceptual model is based on (Sekaran & Bougie, 2013). Based on previous

theoretical framework researcher has formulated some hypothesis which will be

tested in this research. Those hypotheses are:

Hypothesis 1: There is significant influence of lifestyle towards consumer

purchasing decision.

Hypothesis 2: There is significant influence of economic condition towards

consumer purchasing decision.

Lifestyle (X1)

Economic condition (X2)

Social class (X3)

Culture (X4)

Consumer Purchase Decision (Y)

21

Hypothesis 3: There is significant influence of social class towards consumer

purchasing decision.

Hypothesis 4: There is significant influence of culture towards consumer

purchasing decision.

Hypothesis 5: There is simultaneous significant influence of lifestyle, economic

condition, social class and culture towards consumer purchasing

decision.

22

CHAPTER III

METHODOLOGY

This chapter researcher will show some main contents, these contents significant

for whole study. First part of this chapter is research method, operational

definition variables, Research framework, research instrument, sampling design.

Sampling will discuss population, sample size and margin of error, then validity

and reliability test, descriptive statistics, hypothesis testing and multiple linier

regressions.

3.1 Research Method

Research is systematic process, which include data collection, analysis and

explain the whole process of data. Survey in order to improve people

understanding of a particular phenomenon (Bhattacherjee, 2012).

Quantitative method involves smaller numbers of respondents, quantitative main

focus on this data, dealing with numbers and measures all of variables, using

result of data analysis to explain particular phenomenon. Best use to answer how

and why questions. Qualitative data is subjective whereas quantitative collection

of data through numerical (Bryman & Bell, 2010).

Quantitative method using scientific tool for measuring and testing, researcher can

use mathematical and statistical methods, random collection data of respondents,

through measurement analysis data and deal with data and get the result. As

stated by Castellan (2010), quantitative method adopts deductive process by

starting with the theory to develop hypothesis to explain relationship between

each variable which will be tested in this research. Since the data in quantitative

method will be in form of number and statistics, thus result of this method will be

objective.

23

3.2 Operational Definition Variables Table 3.1 Operational Definitions

Variable Operational

definition Indicators Measurement

Dependent Variable

Consumer

Purchasin

g Decision

Consumer purchase

decision as the

preferences set up by

customers for brands

in the chosen (Kotler

& Armstrong, 2012)

Need recognition

Likert scale

Information

search

Evaluation

alternate

purchase

Post purchase

Independent Variables

Lifestyle

The pattern of a

person's life can be

show in their activity,

interests and opinions

of the person

(Sodhganga, 2012)

Activity

Likert scale

Interest

Opinion

Spend time

Pattern life

Economic

condition

The condition of

buying tendency of an

individual is directly

Income Likert scale

Savings

24

proportional to his/her

income per month

(Guide, 2013)

Price

Power purchase

Economic level

Social

class

Social class are society

members have values,

interest and same

behavior (Simamora,

2008)

Values

Likert scale

Interest

Wealth

Prestige

Behavior

Culture

Culture there are many

smaller group affect

from family, close

friend, neighbor and

work group (Kotler,

2012)

Family

Likert scale

Close friend

Desire

Work group

Behavior people

Source: Constructed by researcher

3.3 Research Framework

In this research, researcher make the process from the beginning until conclusion

and recommendation.

25

Source: Constructed by researcher

That is the flow of process in this research. In this research, researcher using the

SPSS 23.0 for analyzing the data and using the multiple regression analysis. To

conduct the research, researcher set prepare some of the question related the

research topic and collect answer from the related respondents.

3.4 Research Instrument

In this research using questionnaire for collecting the data. Data collection

through a structured questionnaire given to the respondents that are designed to

obtain specific information (Malhotra, 2009). Survey aims to obtain information

such as preferences, attitudes or opinions expressed by the respondents who

answered the questions. Quantitative method can help to measure consumer

behavior (Bryman & Bell, 2010). The survey was conducted in order to obtain

primary data. Original directly from the source, while the primary data is the

original data collected by the researchers to answer the research problems in

particular (Oei, 2010).

In the questionnaire, researcher use likert scale to the questioner. Likert scale is

most frequency to rating the scale (Cooper & Schindler, 2006). The range is from

1 is Strongly disagree, 2 is disagree, 3 is neutral, 4 is agree and 5 is Strongly agree.

Objective of the study

Problem statement

Literature review

Construct questionnaire

Pre test: validity and reliability test

Collecting data

Interpretation Data

Conclusion and recommendation

26

3.5 Sampling Design

In this section, researcher will explain the sampling design consist of size

population, sample, and margin of error.

3.5.1 Population

The things critical for research is we have to know number of question populace

of purchaser Starbucks South Jakarta. It can similarly imply number of amount of

the things or cases which are the subject of our exploration. Population implies the

entire social occasion of people, events, and things of premium that the scientist

wishes to examine (Sekaran & Bougie, 2013).

3.5.2 Margin of error

Margin of error is percentage of allowance for no precision and confidence and

error that occurs due to use of sample instead of the population (Sekaran &

Bougie, 2010). This research, using margin of error 0,05. It means means level of

error 5% with 95% confidence level.

3.5.3 Sample

Sample is part of a number characteristic of the population (Sugiyono, 2007). In

this research, because the population size is not known, in determining size of

sample using the formula (Sugiarto, 2004):

n = Z!²x"

e²

= 97

Where :

27

n = sample size

Z = Value 0.05 (1.96)

α = 5% (95% confidence limits specified) then Z = 1.96

e = margin of error

So, the minimum respondent for the sample is 97 respondents. But, the number of

samples taken from this population is 100 samples. According to (Hair, 2006)

good minimum number of samples was 50 and preferably 100 to the most

research.

3.5.4 Sampling technique

In this research using a nonprobability sampling method. Which is not all member

population have the opportunity to be selected as sample. The sampling method

using purposive sampling. Using a purposive sampling technique which is sample

are subjectively to meet the specific criteria researcher. The criteria of the

respondent in this research is university student from 17 years old until the 23

years old consume Starbucks in the south Jakarta.

3.5.5 Data Collection Method

In this examination, scientist was utilizing the essential information and auxiliary

information for gathering the information. Essential information are unique

information gathered by scientists to answer inquire about particularly. Then again,

essential information gather Questionnaire, interview and survey (Sodhganga,

2012). In this exploration, analyst gathering optional information book and article.

3.6 Reliability and Validity Test

3.6.1 Reliability test

Reliability refers to the extent to which a scale produces consistent results if

repeated measurements are made. Reliability is first requirement of good

28

instrument. Therefore, reliability can be defined as the extent to which measures

are free from random error. According to Ghozali (2011) reliability measurements

can be done in 2 ways:

1. Measure or measurements repeated: here someone will be given the same

questions at different times, and then see if he remains consistent with the

answers.

2. One shot or one-time measurement: here measurement only once and then

the results were compared with another question or measure the

correlation between answers to questions. SPSS provides facilities to

measure the reliability with statistical uni Cronbach alpha (α). A construct

or variable is Cronbach reliable if the value of alpha > 0.60 (Malholtra,

2009).

So, in this research to look at reliability, use Cronbach alpha to measure reliability

for each variable. The Cronbach alpha calculated using this formula.

Where,

k = number of items

r = average correlation between any two items

α = reliability of the average or sum

29

Source: Andale, 2012

To test the reliability should be using the Cronbach’s alpha indicators to know

that is reliable or not.

3.6.2 Validity test

Validity test is used to check correlation of each variable toward every

independent factor (Gravetter & Forzano, 2011). Validity of the questions can be

seen in the results of SPSS output. Question can be declared valid, if the value of

r-count ≥ r-table. R-table value obtained by df (degree of freedom) = n-2. This

research spread 30 questionnaires to respondents for pre testing validity test. Df

(n-2) is 0.36. if r value >0.361 the question is valid, but If r value < 0.361 the

question is not valid the result contrast the R critical value by seeing pearson

product moment coefficient correlation (df) table (Priyatno, 2009). This formula

to determine the validity.

Source: Andale, 2012

Cronbach's alpha Internal consistency

α ≥ 0.9 Excellent

0.8 ≤ α < 0.9 Good

0.7 ≤ α < 0.8 Acceptable

0.6 ≤ α < 0.7 Questionable

0.5 ≤ α < 0.6 Poor

α < 0.5 Unacceptable

30

3.7 Descriptive Statistics Analysis

Descriptive statistics will calculation each variable in mean, standard deviation.

But, it cannot to use for conclusion (Sugiyono, 2013).

3.7.1 Mean

Mean is average from all the data. First calculation is sum all the data values (x)

and sum of the value divided by total of numbers (n)

Source: (Levine, Stephan, Krehbiel & Berenson, 2008)

Where,

xxx =Mean

∑= Summation

X= Represent score

n = Number of score

3.7.2 Standard Deviation

Using standard deviation for measure how spread out number, and for calculating

sample of quantity analysis in each variable in this study (Ghozali, 2011).

Source: (Levine, Stephan, Krehbiel & Berenson, 2008)

Where,

31

s = sample standard deviation

N = number of scores in a sample

N-1 = degrees of freedom or Bessel's correction

x = value of a sample

x bar = mean or average of the sample

3.7.3 Maximum and Minimum

Maximum and minimum are the value maximum and minimum data in the sample

(Schwert, 2010).

3.8 Classic Assumption Test

1. Normality test

Normality test use to know sample and data distribution and normal

distribution is use to detect analyze set of data if in accordance with

standard normal distribution mathematical model and graphics, it use in

statistical process (Elliot & Woodward, 2007). Typicality Tests performed

utilizing the test graph Histogram and P-P plots to test the relapse

demonstrate residuals.

2. Multicollinearity test

Multicollinearity test used to show the presence of straight connections

between free factor (Autonomous) in the relapse demonstrate. On the off

chance that the free factor, it can be splendidly, connected with impeccable

multicollinearity. Multicollinearity happens when the coefficient of

connection between needy factors is greeter than 0.60. In multicollinearity,

scientist can utilize estimation of resilience or VIF (Priyatno, 2008) And

multicollinearity happens when the VIF (Value Inflation Factor) esteem is

more than 10 and resistance values less than 0.1

32

3. Heteroscedasticity test

Heteroscedsticity test is the of the test need to be done by researcher to

know wheatear there is any similarity of residual variance from one

variable to others variable. If heteroscedscity exist in regression model,

variance and standard of error will tend increase as t value will not get

lower that the actual t value. The consequences are t-test and F –test will

inaccurate and fail to reject null hypothesis (Levine, Stephan, Krehbiel &

Berenson, 2008). Analysis of heteroscedasticity assumption SPSS output

through the scatterplot graph between Z prediction (ZPRED) for the

independent variable (X axis = Y outcome prediction), and residual value

(SRESID) is the dependent variable (Y-axis = Y predicted - Y rill).

4. Autocorrelation test.

Autocorrelation test can be used for test variable data in different coupling

time whether or not have correlation. Durbin Watson significant table will

be utilized as parameter to measure autocorrelation of data. There is no

autocorrelation if value of durbin Watson is from 1.715 to 2.22848

(Ghozali, 2011).

3.9 Multiple Regression Analysis

Multiple regression model is a kind of practical extension of simple regression.

Researcher will use multiple regression formula to assist and support the results

between dependent variable and four independent variables. The equation as

follows:

Y= $%+ $1X1 + $2X2 + $3X3 + $4X4 + &

Source: (Levine, Stephan, Krehbiel & Berenson, 2008)

Where:

Y= Dependent variable (Consumer Purchase Decision)

33

β(= Intercept/Constant

β1 - β4= Regression Coefficient

X1= Lifestyle

X2= Economic Condition

X3= Social Class

X4= Culture

)= random of error

3.10 Hypothesis Test

3.10.1 T-Test

T test used to test the partial coefficient of the free variable to the variable bound

by the hypothesis put forward. T test basically shows how much influence a single

dependent variable. The probability is smaller than 0.05, then the result means that

there are significant independent variables individually influence on the dependent

variable (Ghozali, 2011).

In T- test, researcher check level significant t (P-value). Level significance is 0.05.

If t test value greater than 0.05, Ho is accepted, if less than 0.05, Ho is rejected.

1. Ho1:β1 = 0, if significant T> 0.05, Accept Ho1

There is not significant influence of lifestyle toward consumer purchase decision

in Starbucks South Jakarta.

Ha1: +1 ≠ 0, if significant T <0.05, reject Ho1

There is a significant influence of lifestyle toward consumer purchase decision in

Starbucks South Jakarta.

34

2. Ho2:β2 = 0, if significant T> 0.05, Accept Ho2

There is not significant influence of economic condition toward consumer

purchase decision in Starbucks South Jakarta.

Ha2: +2 ≠ 0, if significant T <0.05, reject Ho2

There is a significant influence of economic condition toward consumer purchase

decision in Starbucks South Jakarta.

3. Ho3:β3 = 0, if significant T> 0.05, Accept Ho3

There is not significant influence of social class toward consumer purchase

decision in Starbucks South Jakarta.

Ha3: +3 ≠ 0, if significant T <0.05, reject Ho3

There is a significant influence of social class toward consumer purchase decision

in Starbucks South Jakarta.

4. Ho4:+4 = 0, if significant T> 0.05, Accept Ho4

There is not significant influence of culture toward consumer purchase decision in

Starbucks South Jakarta.

Ha4: β4 ≠ 0, if significant T <0.05, reject Ho4

There is a significant influence of culture toward consumer purchase decision in

Starbucks South Jakarta.

3.10.2 F-Test

F test also used to determine the influence of lifestyle, economic condition, social

class, culture together toward consumer purchase decision. If F value > F table,

Ho rejected and Ha accepted. Oppositely, if F value < F table, then Ho accepted

and Ha rejected.

35

The Level significance is ! = 0.05 in this research, if F test is higher than level

significance 0.05, Ho is accepted. If F test less than level significant 0.05, Ho is

rejected.

Ho: +1 = +2= +3 = +4 = 0 or significant F> !, accept Ho

Ha: At least there is one +. ≠ 0 if significant F< !, Reject Ho

3.10.3 The coefficient of determination (R²)

Essentially measures how much the ability of the model to explain the variations

dependent variable. The coefficient of determination is between 0 and 1. The

closer to 1 value is it indicate that the independent variable provide almost all

information needed to predict dependent variable (Currell & Dowman, 2009).

In this research, adjuster R² will be used. hen dealing with multiple regression

model, some statistician suggests using adjusted R² to reflect both number

independent variable in model and sample size (Levine, Stephan, Krehbiel &

Berenson, 2008).

Source: (Levine, Stephan, Krehbiel & Berenson, 2008)

Where: R= multiple regression coefficient

k= the number of coefficient in regression equation

n= number of sample

This study implemented adjusted R2 to find out how much dependent variable will

influence by independent variable (Ghozali, 2011). As supported by Gujarati

(2004) adjusted R2 is better measure than R2 since adjusted R2 will only increase if

the absolute t-value of added variable is greater than one, unlike the R2 which has

non decreasing function if independent variable has added.

36

CHAPTER IV

ANALYSIS AND INTERPRETATION

This chapter explain data analysis and show result on the research objective from

before chapter. Data collection from respondents fill questionnaire and analysis by

SPSS 23.0. Through result can be explain relationship between independent

variables and dependent variable.

4.1 Company Profile

Starbucks corporation is the American coffee company. Starbucks first operation

in Seattle, Washington in, 1971. Starbucks mainly products include hot and cold

drinks, not only coffee it has tea, juices and Frappuccino beverages. The

uniqueness of products Starbucks is they have the special drink but, not publish in

their board menu. Starbucks already separate their location more than 50 countries

in the world.

To expand their business market, Starbucks open their market in Indonesia.

Started operation in May 17, 2002. First opening outlet in Plaza Indonesia, central

Jakarta. Starbucks Coffee Indonesia is managed by PT Sari Coffee Indonesia,

which is one of the subsidiaries of PT Mitra Adiperkasa, Tbk (MAP). Anthony

Cottan is Director of PT Sari Coffee Indonesia (Starbucks Indonesia).

The Starbucks logo as follow:

37

Vision: To establish Starbucks as the premier purveyor of the finest coffee in the

world while maintaining our uncompromising principles while we grow.

Mission: To inspire and nurture the human spirit one person, one cup, and one

neighborhood at the time.

4.2 Data Result Analysis

The data result analysis influence personal and cultural factors toward purchasing

decision in Starbucks South Jakarta. The Questionnaire consists of 3 parts. Part I

consist of general description of respondent profile, Part II consist of instruction

of questionnaire filling, Part III contains the statement for respondents of personal

and cultural factors in consumer purchase decision. The data for the questionnaire

has been tasted for the reliability and validity testing. The details are below:

4.3 Pre-test Analysis

4.3.1 Validity test

According rules of validity test, the statement will valid if result r computation > r

table, if r computation < r table statement will invalid. By 30 respondents for

validity test by using SPSS 23.0 for analysis. And below is the result for the

validity test.

38

Table 4.1 Result of validity test

Variables Statements r table Corrected

item- Total

correlation

Status

LS1 Going to Starbucks is my main

choice to focus on doing my

work

0.316 .729 Valid

LS2 I visit Starbucks to end my day or just to kill times

0.316 .620 Valid

LS3 People patterns can be reflected

on how they spent their time or

money

0.316 .405 Valid

LS4 I repurchase Starbucks because

they have more interesting aspect

than other coffee shop

0.316 .589 Valid

LS5 In my opinion, purchasing

Starbucks made me feel classier

0.316 .522 Valid

EC1 The prices on Starbucks are

affordable and I can still save

some.

0.316 .765 Valid

EC2 My current financial doesn’t

hold me back to purchase

Starbucks

0.316 .662 Valid

EC3 The income differences make the

urge to purchase needs to be

adapted

0.316 .494 Valid

39

EC4 Price will not be a problem if the

service, ambience, and qualities

are excellent

0.316 .584 Valid

EC5 I would pay higher price than the

average, to purchase Starbucks

as the best coffee shop in

Indonesia

0.316 .436 Valid

SC1 I chose Starbucks as a prestige

brand that fit into my student

status

0.316 .653 Valid

SC2 I feel more higher than other

people, Starbucks is my go to

coffee shop

0.316 .744 Valid

SC3 Most Starbucks customers has the same characteristic as me.

0.316 .651 Valid

SC4 Starbucks became the most

prestige meeting point between

friends, colleagues, or clients.

0.316 .542 Valid

SC5 Starbucks are meant for middle-

upper social class

0.316 .533 Valid

C1 I purchase Starbucks because

there is family experience before

it.

0.316 .648 Valid

C2 I will buy a product even though

it is expensive as long it is

recommended by my close friend

0.316 .752 Valid

C3 My friends affected me to buy 0.316 .438 Valid

40

Starbucks

C4 Family recommendations made

me buy Starbucks

0.316 .704 Valid

C5 Curiosity and habits made me

purchase Starbucks

0.316 .393 Valid

PD1 My motivation to go to

Starbucks is to buy their

signature taste drinks and food

0.316 .651 Valid

PD2 I received Starbucks drinks

information from my close

friends

0.316 .366 Invalid

PD3 Their signature taste made me

consider to purchase Starbucks

0.316 .672 Valid

PD4 I considerate to buy Starbucks

brand because it’s already a

usual thing

0.316 .773 Valid

PD5 I will always choose Starbucks

drinks even though they increase

the price.

0.316 .752 Valid

Source: SPSS 23.0

4.3.2 Reliability test

Based on Cronbach Alpha standard from chapter III, researcher use SPSS 23.0 to

test the reliability. The result of reliability test can be shown as follow:

41

Table 4.2 Result of reliability test

Variable Cronbach’s Alpha Remarks

Lifestyle 0.714 Reliable

Economic Condition 0.724 Reliable

Social Class 0.743 Reliable

Culture 0.725 Reliable

Purchase Decision 0.750 Reliable

Source: SPSS 23.0

4.4 Respondent Profile

In this research, researcher took respondent demographic as required to analyzing

composition of respondent will provide the overview of respondent student who

consumer Starbucks in South Jakarta. The data or respondent include gender, age,

major, income per month. The details information will explain briefly below:

4.4.1 Gender

Figure 4.1: Respondent profile: Gender

Source: Primary data

36%64%

Respondent profile: gender

Male

Female

42

As it shown it figure 4.1 about respondent profile male is 36% with 36 respondent

and female is 64% with 64 respondents. The dominant respondent is female.

4.4.2 Age

Figure 4.2: Respondent profile: Age

Source: Primary data

As it is shown in figure 4.2 about respondent profiles of age in this research.

Group age 17-19 years old is 24% is 24 respondents from 100. Group age of 20 –

22 years old is 55% is 55 respondents and >23 years old is 21% is 21 respondents.

The dominate the respondent profiles in this research is 20-22 years old from 100

respondents.

24%

55%

21%

Respondent profile: Age

17-1920-22>23

43

4.4.3 Student allowances per month

Figure 4.3 Respondent profile: Student allowance per month

Source: Primary Data

It shown in figure 4.5 about the respondent profiles of student allowance. 12

respondents (12%) answered less Rp 500,000; 19 respondents (19%) allowance

were around Rp 500,001 – 1,000,000; 22 respondents (22%) answered around Rp

1,000,001 – 1,500,000 of their allowance per month; 18 respondents (18%)

around Rp. 1,500,001– 2,000,000 per month; 29 respondents (29%) more Rp

2,000,000. Therefore, students who have allowance more Rp. 2,000,000 were the

majority in student allowance category of respondent profiles.

12%

19%

22%18%

29%

Student allowances per month

<Rp500,000

Rp500,001- 1,000,000

Rp1,000,001- 1,500,000

Rp1,500,001- 2,000,000

>2,000,000

44

4.5 Descriptive Statistic

Table 4.3 Descriptive statistics

N Minimum Maximum Mean Std.

Deviation

TLS 100 1.00 5.00 3.242 1.125

TEC 100 1.00 5.00 3.236 1.0624

TSC 100 1.00 5.00 3.25 0.9812

TC 100 1.00 5.00 3.022 1.1034

TPD 100 1.00 5.00 3.26 1.047

Valid N (listwise) 100

Source: SPSS 23.0

There are four independent variables and one dependent variable which have

mean and standard deviation result.

1. Lifestyle: The table 4.3 shows that lifestyle have mean 3.242 means that

the consumers are agree with the statement in the questionnaire.

2. Economic condition: The table 4.3 shows that economic condition have

mean 3.236, means that the consumers are agree with the statement in the

questionnaire.

3. Social class: The table 4.3 shows that social class have mean 3.25, means

that the consumers are agree with the statement in the questionnaire.

4. Culture: The table 4.3 shows that culture have mean 3.022, means that the

consumers are agree with the statement in the questionnaire.

45

5. Purchase decision: The table 4.3 shows that purchase decision have mean

3.26, means that the consumers are agree with the statement in the

questionnaire.

4.6 Classic Assumption Test

In this research, researcher using multiple regression for analyzing the data. Here

the explanation normality testing, heteroscedascity testing, multicollinearity and

autocorrelation:

4.6.1 Normality Test

Normality test is the first test for data set is normal distribution or not. Normality

test use independent variable (X) and dependent variable (Y) in regression

equation.

Researcher use histogram and P- plot are shown in Figure 4.5 and 4.6.

Figure 4.4: Histogram

Source: SPSS 23.0

According to Moore & McCabe (2010) the histogram data will show normal

distribution if curve make the bell shape. If bar chart curve is deviated to the right

46

or left, the data are not normal. The good data should have distribution pattern. In

histogram above about regression standardized residual, the curve has a bell shape

which means that the data in this research has normal distribution.

Figure 4.5: Normality test: P- P Plot graph

Source: SPSS 23.0

See from the figure 4.5 researcher see the point follow the direction of diagonal

line. The data fulfill requirement of normality assumption. The normality of data

distribution can be determining by from residual value that normally distributed.

In the figure, standardized spread around diagonal line. The result show that is

normal distribution.

47

4.6.2 Heteroscedascity Test

Figure 4.6: Heteroscedascity Test: Scatter Plot Graph

Source: SPSS 23.0

In heteroscedascity test it can see from the pattern of scatterplot, normal

distribution when point spread not coverage only in a one point. Based on the

result show it indicate there is no heteroscedascity problem. There is no specific

pattern occurs in scatterplot. Then, the data in this research are normal distributed.

4.6.3 Multicollinearity test

Multicollinearity is linier correlation among independent variable strong in

multiple regression (Mahendra, 2011). VIF measure how much variance estimate

coefficient increase over the case of no correlation among x variable.

Multicollinearity occurs when the VIF (Variance Inflation Factor) value is more

than 10 and tolerance values < 0.1. The result of multicollinearity can be seen

below:

48

Table 4.4 Multicollinearity test

Coefficientsa

Model

Collinearity Statistics

Tolerance VIF

Lifestyle 0.546 1.832

Economic Condition 0.698 1.432

Social Class 0.515 1.941

Culture 0.702 1.425

Source: SPSS 23.0

The result of table 4.4 show tolerance value of lifestyle is 0.546, economic

condition is 0.698, social class is 0.515 and culture is 0.702. This variable show

tolerance more than 0.1 and less than 1. There are no multicollinearity problem.

On the other hand, result of VIF lifestyle is 1.832, economic condition is 1.432,

social class is 1.941 and culture is 1.425. These variables VIF between 0.1 and 10.

Multicollinearity problem not occurring.

4.6.4 Autocorrelation test

Autocorrelation examined by durbin Watson and check the correlation between

variable. Can be free autocorrelation when value the Durbin Watson between

1.715- 2.22848 (Ghozali, 2011). Using durbin Watson test is conductive find

research error in regression model.

49

Table 4.5 Durbin Watson result

Model Durbin Watson

1 2.177

Source: SPSS 23.0

Based on the data result, the research is no autocorrelation, the values is 2.177,

between 1.715 and 2.22848.

1.715 < 2.177 < 2.22848 = no autocorrelation

4.7 Multiple Regression Analysis

Use multiple regression analysis to determine influence independent variable

(lifestyle, economic condition, social class, culture) and dependent variable

(purchase decision) by the SPSS program. Here is the result.

Table 4.6: Multiple Linier Regression Result of Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients t Sig.

B Std. Error Beta

1 (Constant)

TLS

TEC

TSC

TC

3.933 1.278 3.078 .003

0.349 0.079 0.425 4.441 .000

0.262 0.076 0.293 3.468 .001

-0.020 0.094 -0.021 -0.218 .828

0.155 0.065 0.201 2.380 .019

Source: SPSS 23.0

50

In this research, researcher choose Beta values of multiple regression as analysis

and for the measure relationship. The multiple regression line for more

independent variables.

Table 4.7 Significance Table

Independent Variables Significance Value Standard Value 0.05

Lifestyle 0.000 Significant

Economic Condition 0.001 Significant

Social Class 0.828 No significant

Culture 0.019 Significant

Source: SPSS 23.0

According to the table 4.7 significance table result, there are three independent

variables have impact on dependent variables. The details are lifestyle as X1,

economic condition as X2, social class as X3, culture as X4, purchase decision as

Y. So, X1, X2 and X4 has influence toward consumer purchase decision. So,

multiple regression line model as follows:

Y= 0.425 X1 + 0.293 X2 + 0.201 X4 + &

Based on the multiple regression line lifestyle has influence 0.425 toward

consumer purchase decision. If, lifestyle increase or decrease one point and other

variable are constant.

Multiple linier regression provide result of economic condition has influence

0.293 toward consumer purchase decision. It means, if economic condition

increase or decrease one point and others variable are constant.

51

Through multiple linier regression line model show culture has influence 0.201

toward consumer purchase decision. In other words, if culture increase or decrease

one point and others variable are constant.

4.8 Hypothesis Test

4.8.1 T-Test

T test is for measure significant independent variable toward dependent variable

(Ghozali, 2011). This is through t (p-value) compare with significance level 0.05,

if t value less 0.05, each independent variable is significant influence on

dependent variable. But, if t (p-value) more than 0.05, each independent variable

is not significant.

T- test analysis by following on the table 4.7. The researcher analysis of each

independent variable is below:

1. Lifestyle: t (p-value) lifestyle is 0.000, less than 0.05. it means lifestyle has

significant influence toward consumer purchase decision in Starbucks South

Jakarta.

2. Economic condition: t (p-value) economic condition is 0.001, less than 0.05. It

means economic condition has significant influence toward consumer purchase

decision in Starbucks South Jakarta.

3. Social class: t (p-value) social class is 0.828, more than 0.05. It means social

class has no significant influence toward consumer purchase decision in Starbucks

South Jakarta.

4. Culture: t (p-value) culture is 0.019, less than 0.05. It means culture has

significant influence toward consumer purchase decision in Starbucks South

Jakarta.

52

4.8.2 F-Test

F-test used to measure the all independent variables whether they have significant

influence on dependent variable. Researcher should to compare with significant

level 0.05

Table 4.8 F-Test result ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 505.732 4 126.433 26.357 .000b

Residual 455.708 95 4.797

Total 961.440 99

Source: SPSS 23.0

The result show that F test value is 26.357 with significance 0,000. The F table

value on f table with df1= 4 and df2= 95, then F table value is 2.47. F value > F

table (26.357 > 2.47). So, Ho rejected and Ha accepted. Also significance level is

0.000 (<0.05). It means there is simultaneous significant influence of lifestyle,

economic condition, social class and culture toward consumer purchase decision.

4.9 Coefficient of Determination Analysis (R²)

Coefficient of determination use for know the percentage of change between

dependent variable by independent variables. It shows linear correlation usually

between 0 and 1. Regardless higher or lower, it always between 0 and 1. It can

never be negative value. Coefficient determination consider as good when the

value is closer to one, which indicates strong capabilities to influence dependent

variable (Currell & Dowman, 2009).

Based on result before, this research has three independent variables are

significant influence on dependent variables. Which are lifestyle, economic

53

condition and culture has influence toward consumer purchase decision in

Starbucks South Jakarta.

Table 4.9 Coefficient of Determination Result

Model R R Square Adjusted R

Square Std. Error of the Estimate

1 .725a .526 .506 2.190

Source SPSS 23.0

The value of coefficient determination (R²) is 0.506 means that 50.6% changed in

dependent variable (Consumer purchase decision) which it will be influence by

independent variable (lifestyle, economic condition, social class and culture). And

the rest is 49.4% are influence by other factors not in this research.

4.10 Interpretation Result

1. H1: The lifestyle influence consumer purchase decision in Starbucks South

Jakarta.

Based on result T-test and significance value, can conclude lifestyle has

significant influence toward consumer purchase decision. From significance table,

p value lifestyle is 0.000 less than 0.05, Ha accepted and Ho is rejected. Indicated,

there is significant influence toward consumer purchase decision.

Support previous research from Shabrina (2009) show in investigating research

that lifestyle is the significant influence on Purchase decision. This is because

consumers who drink and eat in the Starbucks that they just want to fill their spare

time and consumers are not ignored or neglected although the prices of drinks and

food in Starbucks expensive essential consumers heart glad because of their free

time filled good. Comparing to this result show lifestyle has significant influence

on consumer purchase decision in Starbucks South Jakarta. Because of in this era

already make the pattern for student lifestyle is more increasing.

54

2. H2: Economic condition influence consumer purchase decision in Starbucks

South Jakarta.

Based on result T-test and significance level, can conclude economic condition

has significant influence toward consumer purchase decision. From significance

table, p value economic condition is 0.001 less than 0.05, Ha accepted and Ho is

rejected. Indicated, there is significant influence toward consumer purchase

decision.

This finding also support by Shabrina (2009), it stated economic condition also

has significant influence toward purchase decision. Due to, drinking and eating in

Starbucks was more from the middle to the top and because of frequent consumers

of drinking and eating at Starbucks using by the consumers in order to support

their activities. Person has high income will purchase expensive products, the

other side person will low income will purchase inexpensive products (Shah,

2010). This research investigate in Jakarta for the Starbucks, shows the consumers

has high income and economic condition can influence consumer to purchase.

This indicator consumer Starbucks in Jakarta pay their money to get the benefit

back while purchase higher. Support in their economic in the Jakarta can do the

purchase in Starbucks.

3. H3: Social class influence consumer purchase decision in Starbucks South

Jakarta.

Based on result T-test and significance level, can conclude social class is not

significant influence toward consumer purchase decision. From significance table,

p value social class is 0.828 more than 0.05, Ha rejected and Ho accepted.

Indicated, there is no significant influence toward consumer purchase decision.

This is because, social class not determine only by income, but from education,

occupation can determine people has social class.

Abraham (2011) examined all of members social class have share common values

and have ways for thinking, speaking and behaving. r, and these characteristics are

different from other social class members. social classes are determined not by

55

according only one variable, the others like activities, living area (Douglas, 2002).

Comparing to this result social class has not significant influence on consumer

purchase decision in Starbucks south Jakarta. In every research can get different

result. Indicate, if consumer still have more income but their social class would be

different in each consumer. This result research is different, social class can

influence on consumer purchase decision in other result as a truth.

4. H4: Culture influence consumer purchase decision in Starbucks South

Jakarta.

Based on result T-test and significance level, can conclude culture is significant

influence toward consumer purchase decision. From significance table, p values

are 0.019 less than than 0.05, Ha accepted and Ho is rejected. Indicated, there is

significant influence toward consumer purchase decision. This finding also

support by Ufi (2014) which culture has significant influence on consumer

purchase decision. The majority of survey respondent culture is more important

factor around 60% (Yakup, 2014) Normally, consumers right now for their needs

is more high. Culture indicates family, friends and neighbor is the important factor

can influence people to selecting the coffee brand (Tanja, 2015)

Culture can come from family, habits, groups and the pattern of behavior from

environment of their staying. From the analysis, this research investigates in the

south Jakarta for the Starbucks. Normally, each peoples in south jakarta already

know the Starbucks. This globalization era, the western brand comes faster and

starbucks as the American coffee company needed for the consumers in the south

Jakarta.

5. H5: Lifestyle, economic condition, social class and culture influence

consumer purchase decision in Starbucks South Jakarta.

From the F- test result, p Value (significance) is 0.00, it means less than 0.05, so

that is significance. For the result is all independent variables (lifestyle, economic

condition, social class and culture) have simultaneous significant influence toward

dependent variable (purchase decision).

56

The findings also support by Valentina (2015) lifestyle, economic condition,

social class and culture has significant influence toward purchase decision. This

research come up with Starbucks is also used as a place of inspiration in

conducting discovery. Starbucks is also used as a place to spend leisure time, a

place to expand the network of places to try the food and new drinks for Starbucks

often exclude food and drinks are new, and can be used as a place of solitude to be

more concentration in completing the task for provided a special room so that

consumers decide to buy drinks and food on Starbucks. Final result is lifestyle and

economic condition have the significant influence on consumer purchase decision

in Starbucks South Jakarta.

57

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

In this research, researcher summarize all the independent variables of lifestyle,

economic condition, social class and culture influence consumer purchase

decision in Starbucks South Jakarta. After conducting the discussion and analysis

in previous chapter in order to achieve research objective, the result obtained are:

1. Lifestyle has significant influence toward consumer purchase decision. Which

indicate in significant value is 0.000 less than 0.05. Lifestyle can reflect to make

the pattern of purchase decision. Lifestyle refers way of person lives in a society

and expressed by things in her/her surroundings. It determines by customers

interest, opinions, activities and shapes his whole pattern of interacting. Consumer

needs more consumptive, as the result lifestyle indicators for making the

consumer pattern, lifestyle determine to the consumer needs in order their support

for the daily activities.

2. Economic condition has significant influence toward consumer purchase

decision, indicate in significant value is 0.001 less than 0.05. The economic

condition of consumer will purchase more product, support with their power of

income. Consumer in the south Jakarta has the high income to purchase the

Starbucks. The economic determine for the has the higher income in the Jakarta,

consumer well spend to purchase Starbucks in South Jakarta.

3. Social class has no significant influence toward consumer purchase decision,

indicate with significant value is 0.828 more than 0.05. Common values

determined for the social class of consumers, support with what they used to go

and where they go to collage. Consumer have the common value and behavior

they can consume the Starbucks. Social class not determine only by income, but

from education, occupation can determine people has social class. In this result

58

social class not significant influence, but for the other research or future result can

be different.

4. Culture has significant influence toward consumer purchase decision, indicate

with significant value is 0.019 less than 0.05. From the analysis, this research

investigates in the south Jakarta for the Starbucks. Normally, each peoples already

know and hear the Starbucks. This globalization era, the western brand comes

faster and starbucks as the American coffee company needed for the consumers in

the south Jakarta.

5. Lifestyle, economic condition, social class and culture has significant

simultaneous influence toward consumer purchase decision. In addition, F test

result, F p-value (significant) is 0.00 less than 0.05 level of significant. The result

means all independent variable has significant simultaneous influence toward

dependent variable.

5.2 Recommendation

After examination and analysis of the research findings, the researcher would like

to suggest several recommendations. There is some recommendation from

researcher from this research, the result is:

For Starbucks Indonesia:

1. Should maintain for leading position. The competition for coffee shop industry

in Jakarta is increase. So company can pay attention to maintain for their

ambience and facility also. Starbucks also to maintain the facility to makes the

consumer Starbucks feels comfortable to support all of activities in the Jakarta

city. The consumer to purchase in the Starbucks Because Starbucks can the choice

option place with modern way of life for the student as the lifestyle for hangout in

the coffee shop, not only for the employee.

2. The price of the products is considering consumer to purchase. Since there are a

lot of coffee shop place in Jakarta, and sell the product with the competitive price.

59

Or below the Starbucks. Starbucks need to maintain the signature taste of the

beverages, make the others can not duplicate about the taste.

3. In today market, coffee shop as the place not only for consuming coffee or tea.

Everyone can be visiting there, so company need to pay attention to sending more

to all consumer the package of promotion.

For future researcher:

1. From the result, we can see the lifestyle, economic condition and culture are

influence toward consumer purchase decision. Future researcher can increase the

independent variable from others factors of consumer behavior such as social and

psychological factors and same variables from personal and cultural factors. There

was complex because there are many factors of consumer behavior because

different case has different independent factor. In order, to make sure the accuracy

of data may future researcher have increase sources of data in primary and

secondary data.

2. Future researcher should to take wider population and for the higher sample

sizes. By extending the respondent not only to students, but can expand as the

sample of working people, housewives so that power can be enlarged

generalization of research result.

60

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65

Appendices

Appendix 1- Data Collection Pre-test

No

LS1

LS2

LS3

LS4

LS5

TLS

EC1

EC2

EC3

EC4

EC5

TEC

SC1

SC2

SC3

SC4

SC5

TSC

1 3 2 4 5 4 18 3 2 4 5 3 17 3 4 4 4 4 19

2 2 2 4 3 4 15 4 4 5 2 2 17 3 4 4 3 4 18

3 4 4 4 2 3 17 4 4 5 4 3 20 4 4 5 4 4 21

4 3 3 3 4 2 15 3 4 3 4 3 17 4 3 2 4 3 16

5 4 3 2 4 4 17 4 4 4 5 2 19 4 4 2 4 2 16

6 2 2 4 2 2 12 3 3 3 4 2 15 3 1 2 3 1 10

7 2 1 1 2 3 9 2 4 4 4 3 17 2 2 3 4 3 14

8 4 3 4 5 2 18 4 5 5 4 3 21 2 3 3 4 3 15

9 4 4 2 3 4 17 4 3 4 2 4 17 3 4 2 4 3 16

10 4 3 1 3 2 13 4 3 3 4 3 17 4 2 4 3 4 17

11 3 2 3 3 3 14 2 4 4 4 3 17 3 3 3 3 4 16

12 5 3 4 4 2 18 3 4 4 5 2 18 2 3 3 5 2 15

13 4 4 4 5 4 21 3 4 3 4 3 17 4 3 4 4 2 17

14 4 3 5 3 1 16 5 5 5 4 2 21 4 4 3 1 5 17

15 5 4 5 4 3 21 4 4 5 3 3 19 3 3 3 3 3 15

16 1 1 5 3 1 11 3 4 4 5 3 19 3 3 3 4 1 14

17 4 1 4 5 1 15 3 3 4 2 2 14 3 4 3 3 3 16

18 1 4 5 4 1 15 4 4 5 4 3 20 4 3 4 5 3 19

19 3 4 2 3 3 15 3 3 5 4 3 18 3 4 3 4 3 17

20 4 2 5 3 4 18 1 1 5 4 3 14 4 2 1 4 5 16

21 1 1 4 2 4 12 4 4 5 1 3 17 3 3 3 3 4 16

22 3 2 4 5 4 18 1 2 3 1 2 9 3 2 3 3 2 13

23 3 4 5 4 5 21 3 3 4 4 4 18 4 4 5 5 4 22

24 1 1 5 4 1 12 4 4 5 5 1 19 1 1 2 5 5 14

25 3 3 3 3 2 14 3 3 4 2 1 13 2 2 2 4 3 13

66

26 2 2 2 3 2 11 3 3 2 5 1 14 2 2 4 3 2 13

27 3 3 4 4 2 16 3 3 4 4 3 17 3 3 4 4 3 17

28 1 3 2 3 2 11 3 3 3 4 3 16 2 2 2 1 1 8

29 3 2 3 4 2 14 3 4 4 2 2 15 2 3 4 3 4 16

30 1 2 4 3 1 11 1 3 4 1 1 10 1 1 2 1 3 8

No C1 C2 C3 C4 C5 TC PD1 PD2 PD3 PD4 PD5 TPD

1 3 3 4 3 2 15 3 4 3 4 3 17

2 4 3 4 4 4 19 3 4 3 3 2 15

3 2 4 4 2 4 16 4 4 4 3 4 19

4 4 4 4 4 3 19 3 4 4 4 3 18

5 4 4 4 5 4 21 4 4 5 4 5 22

6 4 3 2 3 3 15 3 2 3 3 3 14

7 2 3 3 4 3 15 4 4 3 4 4 19

8 4 4 4 4 5 21 5 4 5 5 4 23

9 4 4 3 3 4 18 4 4 3 3 2 16

10 3 2 1 3 2 11 3 1 4 4 2 14

11 2 3 2 1 3 11 2 4 3 2 3 14

12 3 3 2 3 4 15 3 2 4 4 4 17

13 2 3 3 2 4 14 4 2 4 4 3 17

14 2 2 2 2 5 13 4 1 4 4 3 16

15 3 3 4 3 3 16 3 3 4 3 1 14

16 1 1 5 4 5 16 5 3 1 3 4 16

17 1 1 5 1 4 12 4 1 4 4 3 16

18 1 1 3 1 3 9 3 1 3 2 1 10

19 3 2 3 3 3 14 4 3 4 3 3 17

20 2 2 4 2 4 14 2 5 2 2 2 13

21 1 2 2 4 3 12 3 4 5 2 3 17

22 5 4 1 4 3 17 3 2 2 1 1 9

67

23 2 4 3 4 5 18 3 3 4 4 3 17

24 1 3 4 3 2 13 1 2 1 2 3 9

25 2 1 2 2 2 9 3 3 2 2 2 12

26 2 2 3 4 2 13 4 3 3 2 2 14

27 2 2 2 3 3 12 4 3 4 3 3 17

28 4 4 3 3 1 15 2 4 3 2 3 14

29 3 2 2 2 3 12 4 2 4 3 3 16

30 5 3 4 4 2 18 2 4 4 2 1 13

68

Appendix 2 Reliability and Validity Test

Reliability test

Reliability of Lifestyle (X1)

Reliability statistics

Cronbach’s Alpha

Cronbach’s Alpha Based

on Standardized

Items

N of Items

0.714 0.719 6

Reliability of Economic Condition (X2)

Reliability statistics

Cronbach’s Alpha

Cronbach’s Alpha Based

on Standardized

Items

N of Items

0.724 0.741 6

Reliability of Social Class (X3)

Reliability statistics

Cronbach’s Alpha

Cronbach’s Alpha Based

on Standardized

Items

N of Items

0.743 0.777 6

69

Reliability of Culture (X4)

Reliability statistics

Cronbach’s Alpha

Cronbach’s Alpha Based

on Standardized

Items

N of Items

0.725 0.735 6

Reliability of Consumer Purchase Decision (Y)

Reliability statistics

Cronbach’s Alpha

Cronbach’s Alpha Based

on Standardized

Items

N of Items

0.750 0.795 6

70

Validity test

Validity of Lifestyle(X1)

Correlations

LS1 LS2 LS3 LS4 LS5 TLS

LS1 Pearson Correlation 1 .477** -.030 .341 .275 .729**

Sig. (2-tailed) .008 .877 .065 .141 .000

N 30 30 30 30 30 30

LS2 Pearson Correlation .477** 1 -.033 .142 .229 .620**

Sig. (2-tailed) .008 .864 .455 .224 .000

N 30 30 30 30 30 30

LS3 Pearson Correlation -.030 -.033 1 .286 -.099 .405*

Sig. (2-tailed) .877 .864 .126 .601 .027

N 30 30 30 30 30 30

LS4 Pearson Correlation .341 .142 .286 1 .031 .589**

Sig. (2-tailed) .065 .455 .126 .871 .001

N 30 30 30 30 30 30

LS5 Pearson Correlation .275 .229 -.099 .031 1 .522**

Sig. (2-tailed) .141 .224 .601 .871 .003

N 30 30 30 30 30 30

TLS Pearson Correlation .729** .620** .405* .589** .522** 1

Sig. (2-tailed) .000 .000 .027 .001 .003

N 30 30 30 30 30 30

71

Validity of Economic Condition (X2)

Correlations

EC1 EC2 EC3 EC4 EC5 TEC

EC1 Pearson Correlation 1 .623** .331 .218 .124 .765**

Sig. (2-tailed) .000 .074 .247 .514 .000

N 30 30 30 30 30 30

EC2 Pearson Correlation .623** 1 .294 .142 -.023 .662**

Sig. (2-tailed) .000 .115 .454 .905 .000

N 30 30 30 30 30 30

EC3 Pearson Correlation .331 .294 1 -.100 .149 .494**

Sig. (2-tailed) .074 .115 .600 .431 .006

N 30 30 30 30 30 30

EC4 Pearson Correlation .218 .142 -.100 1 .147 .584**

Sig. (2-tailed) .247 .454 .600 .438 .001

N 30 30 30 30 30 30

EC5 Pearson Correlation .124 -.023 .149 .147 1 .436*

Sig. (2-tailed) .514 .905 .431 .438 .016

N 30 30 30 30 30 30

TEC Pearson Correlation .765** .662** .494** .584** .436* 1

Sig. (2-tailed) .000 .000 .006 .001 .016

N 30 30 30 30 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

72

Validity of Social Class (X3)

Correlations

SC1 SC2 SC3 SC4 SC5 TSC

SC1 Pearson Correlation 1 .536** .277 .177 .142 .653**

Sig. (2-tailed) .002 .139 .350 .454 .000

N 30 30 30 30 30 30

SC2 Pearson Correlation .536** 1 .443* .198 .202 .744**

Sig. (2-tailed) .002 .014 .295 .285 .000

N 30 30 30 30 30 30

SC3 Pearson Correlation .277 .443* 1 .196 .150 .651**

Sig. (2-tailed) .139 .014 .298 .429 .000

N 30 30 30 30 30 30

SC4 Pearson Correlation .177 .198 .196 1 .071 .542**

Sig. (2-tailed) .350 .295 .298 .708 .002

N 30 30 30 30 30 30

SC5 Pearson Correlation .142 .202 .150 .071 1 .533**

Sig. (2-tailed) .454 .285 .429 .708 .002

N 30 30 30 30 30 30

TSC Pearson Correlation .653** .744** .651** .542** .533** 1

Sig. (2-tailed) .000 .000 .000 .002 .002

N 30 30 30 30 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

73

Validity of Culture (X4)

Correlations

C1 C2 C3 C4 C5 TC

C1 Pearson Correlation 1 .636** -.116 .462* -.153 .648**

Sig. (2-tailed) .000 .541 .010 .421 .000

N 30 30 30 30 30 30

C2 Pearson Correlation .636** 1 .048 .453* .069 .752**

Sig. (2-tailed) .000 .800 .012 .717 .000

N 30 30 30 30 30 30

C3 Pearson Correlation -.116 .048 1 .122 .258 .438*

Sig. (2-tailed) .541 .800 .522 .169 .016

N 30 30 30 30 30 30

C4 Pearson Correlation .462* .453* .122 1 .031 .704**

Sig. (2-tailed) .010 .012 .522 .870 .000

N 30 30 30 30 30 30

C5 Pearson Correlation -.153 .069 .258 .031 1 .393*

Sig. (2-tailed) .421 .717 .169 .870 .032

N 30 30 30 30 30 30

TC Pearson Correlation .648** .752** .438* .704** .393* 1

Sig. (2-tailed) .000 .000 .016 .000 .032

N 30 30 30 30 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

74

Validity of Consumer Purchase Decision (Y)

Correlations

PD1 PD2 PD3 PD4 PD5 TPD

PD1 Pearson Correlation 1 -.099 .341 .535** .416* .651**

Sig. (2-tailed) .604 .065 .002 .022 .000

N 30 30 30 30 30 30

PD2 Pearson Correlation -.099 1 .029 -.094 .180 .366*

Sig. (2-tailed) .604 .879 .622 .342 .047

N 30 30 30 30 30 30

PD3 Pearson Correlation .341 .029 1 .538** .258 .672**

Sig. (2-tailed) .065 .879 .002 .169 .000

N 30 30 30 30 30 30

PD4 Pearson Correlation .535** -.094 .538** 1 .577** .773**

Sig. (2-tailed) .002 .622 .002 .001 .000

N 30 30 30 30 30 30

PD5 Pearson Correlation .416* .180 .258 .577** 1 .752**

Sig. (2-tailed) .022 .342 .169 .001 .000

N 30 30 30 30 30 30

TPD Pearson Correlation .651** .366* .672** .773** .752** 1

Sig. (2-tailed) .000 .047 .000 .000 .000

N 30 30 30 30 30 30

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

75

Appendix 3 Questionnaire (In English)

The Influence of Personal and Cultural Factor Toward Consumer Purchase

Decision in Starbucks South Jakarta

--------------------------------------------------------------------------

Part I

--------------------------------------------------------------------------

In this section, you are asked to fill your profile, please cross (X) or circle the statement below.

Respondent Profile

Gender a. Male b. Female

Age a. 17- 19 years old b. 20 – 22 years old c. >23 years old

Income per month (Allowance) a. < Rp 500,000 b. Rp 500,001- 1,000,000 c. Rp 1,000,001- 1,500,000 d. Rp 1,500,001- 2,000,000 e. > 2,000,000

--------------------------------------------------------------------------

Part II

--------------------------------------------------------------------------

Instruction for filling

In this section, you are asked to give an opinion on how much the following

statement in lifestyle, economic condition, social class, culture and purchase

decision. Please rate the following statement according to Strongly Disagree (SD),

76

Disagree (D), Neutral(N), Agree (A) and Strongly Agree (SA) and give the check

(√) for your answer.

Choose 1 if you are Strongly Disagree (SD) with the statement, choose 2 if you

are Disagree (D) with the statement, choose 3 if you are Neutral (N) with the

statement, Choose 4 if you are Agree (A) with the statement, Choose 5 if you are

Strongly Agree (SA) with the statement.

Lifestyle (X1)

No Questions 1 2 3 4 5

1 Going to Starbucks is my main choice to focus on doing my work

2 I visit Starbucks to end my day or just to kill times

3 People patterns can be reflected on how they spent their time or money

4 I repurchase Starbucks because they have more interesting aspect than other coffee shop

5 In my opinion, purchasing Starbucks made me feel classier

Economic condition (X2)

No Questions 1 2 3 4 5

1 The prices on Starbucks are affordable and I can still save some.

2 My current financial doesn’t hold me back to purchase Starbucks

3 The income differences make the urge to purchase needs to be adapted

77

4 Price will not be a problem if the service, ambience, and qualities are excellent

5 I would pay higher price than the average, to purchase Starbucks as the best coffee shop in Indonesia

Social class (X3)

No Questions 1 2 3 4 5

1 I chose Starbucks as a prestige brand that fit into my student status

2 I feel more higher than other people, Starbucks is my go to coffee shop

3 Most Starbucks customers has the same characteristic as me.

4 Starbucks became the most prestige meeting point for met with friends.

5 Starbucks are meant for middle-upper social class

78

Culture (X4)

No Questions 1 2 3 4 5

1 I purchase Starbucks because there is family experience before it.

2 I will buy a product even though it is expensive as long it is recommended by my close friend

3 My friends affected me to buy Starbucks

4 Family recommendations made me buy Starbucks

5 Curiosity and habits made me purchase Starbucks

Consumer purchase decision (Y)

No Questions 1 2 3 4 5

1 My motivation to go to Starbucks is to buy their signature taste drinks and food

2 I received Starbucks drinks information from my close friends

3 Their signature taste made me consider to purchase Starbucks

4 I considerate to buy Starbucks brand because it’s already a usual thing

5 I will always choose Starbucks drinks even though they increase the price.

79

Questionnaire (In Bahasa)

Pengaruh Faktor Pribadi dan Budaya Terhadap Keputusan Pembeian

Konsumen Starbucks di Jakarta Selatan

--------------------------------------------------------------------------

Bagian I

--------------------------------------------------------------------------

Pada bagian ini, dimohon untuk memberi silang (X) atau melingkari beberapa pernyataan dibawah ini.

Data responden

Jenis kelamin a. Laki-lakib. Perempuan

Usia a. 17-19tahunb. 20–22tahun

c. >23 tahun

Uang saku per bulan a. <Rp500,000b. Rp500,001-1,000,000c. Rp1,000,001-1,500,000d. Rp1,500,001-2,000,000e. >2,000,000

--------------------------------------------------------------------------

Bagian II

--------------------------------------------------------------------------

Pada bagian ini, Anda akan diminta untuk memberikan pendapat atas beberapa

pernyataan dalam gaya hidup, kondisi ekonomi, kelas sosial, budaya dan

keputusan pembelian. Silakan menilai pernyataan berikut sesuai dengan Sangat

Tidak Setuju,

80

Tidak Setuju, Netral , Setuju dan Sangat Setuju. Dengan memberikan cek (√)

untuk jawaban Anda.

Pilih 1 jika Anda Sangat Tidak Setuju dengan pernyataan, pilih 2 jika Anda tidak

setuju dengan pernyataan, pilih 3 jika Anda Netral dengan pernyataan, pilih 4 jika

Anda Setuju dengan pernyataan, Pilih 5 jika Anda Sangat Setuju dengan

pernyataan itu.

Gaya Hidup (X1)

No Pernyataan 1 2 3 4 5

1 Datang ke starbucks menjadi sebuah pilihan bagi saya saat ingin kosentrasi mengerjakan tugas kuliah

2 Saya mengungjungi starbucks untuk menutup selutuh aktivitas/menghabiskan waktu yang ada di hari itu

3 Pola kehidupan seseorang tercermin dari cara menghabiskan waktu dan membelanjakan uangnya

4 Saya melakukan pembelian ulang ke starbucks karena memiliki ketertarikan dibandikan kedai kopi lain

5 Menurut saya, membeli starbucks membuat saya lebih jadi berkelas

Kondisi ekonomi (X2)

No Pernyataan 1 2 3 4 5

1 Harga starbucks sesuai dengan keuangan saya saat ini, bahkan masih cukup untuk menabung

2 Sesuai keuangan saya sekarang ini, tidak menghalangi untuk melakukan pembelian starbucks

81

3 Pendapatan yang berbeda beda membuat kebutuhan untuk membeli harus disesuaikan

4 Harga tidak akan menjadi pertimbangan bila memberikan pelayanan, suasana dan kualitas yang baik

5 Saya akan membayar lebih mahal dibandingkan harga rata rata, untuk dapat membeli starbucks sebagai kedai kopi terbaik di indonesia

Kelas sosial (X3)

No Pernyataan 1 2 3 4 5

1 Saya menjatuhkan pilihan starbucks yang memiliki merek prestise karena sesuai dengan status saya sebagai mahasiswa

2 Saya merasa kesejahteraan lebih tinggi di bandingkan orang lain, starbucks adalah pilihan yang tepat

3 Kebanyakan pelanggan starbucks memiliki karakteristik yang sama dengan diri saya sebagai mahasiswa

4 Starbucks menjadi sebuah meeting point yang prestise ketika bertemu dengan teman

5 Starbucks diperuntukan untuk kelas social menengah ke atas

82

Budaya (X4)

No Pernyataan 1 2 3 4 5

1 Saya membeli starbucks karena adanya pengalaman dari anggota keluarga sebelumnya

2 Saya membeli produk meskipun mahal selama produk tersebut direkomendasikan oleh teman terdekat saya

3 Teman perkumpulan mempengaruhi saya untuk memutuskan membeli starbucks

4 Rekomendasi dari keluarga membuat yakin membeli starbucks

5 Rasa keinginan yang mendasar dan kebiasaan membuat untuk membeli starbucks

Keputusan pembelian konsumen (Y)

No Questions 1 2 3 4 5

1 Motivasi saya berkunjung ke starbucks karena ingin membeli minuman dengan rasa khas

2 Saya memperoleh informasi tentang produk minuman starbucks melalui teman dekat saya

3 Rasa minuman yang khas menjadi pertimbangan membeli starbucks

4 Saya memutuskan membeli starbucks karena menjadi kebiasaan bagi saya

5 Saya akan tetap memilih starbucks apabila mengalami kenaikan harga

83

Appendix 4 Data Collection for 100 Respondents

(Lifestyle, Economic Condition and Social Class Variables)

LS1

LS2

LS3

LS4

LS5

TLS

EC1

EC2

EC3

EC4

EC5

TEC

SC1

SC2

SC3

SC4

SC4

TSC

3 2 4 3 3 15 4 4 5 4 3 20 4 3 4 3 4 18

1 3 2 3 2 11 3 3 3 4 3 16 2 2 2 2 1 9

3 2 3 3 2 13 1 1 3 3 2 10 2 3 2 3 5 15

2 2 4 1 2 11 3 3 3 4 3 16 2 3 2 4 4 15

1 2 5 1 1 10 2 2 2 3 2 11 1 1 1 2 1 6

3 2 4 3 4 16 3 4 4 4 3 18 3 4 4 4 4 19

5 5 5 4 4 23 5 5 3 5 5 23 5 5 5 4 4 23

4 4 5 5 5 23 4 5 5 5 5 24 4 5 5 4 3 21

4 2 2 4 2 14 4 4 5 3 3 19 3 2 3 4 3 15

3 3 4 4 2 16 3 3 4 4 3 17 3 3 3 4 4 17

4 4 4 4 3 19 4 4 4 3 3 18 4 3 4 4 4 19

4 4 4 5 4 21 4 4 5 4 3 20 4 3 4 4 4 19

3 4 4 3 3 17 4 4 4 3 3 18 4 4 5 4 4 21

4 5 5 5 4 23 4 4 5 4 5 22 4 3 4 4 4 19

4 4 4 5 4 21 3 3 4 3 3 16 3 3 4 4 3 17

3 5 5 3 2 18 4 4 3 4 3 18 3 3 3 4 3 16

4 3 4 4 4 19 3 3 4 3 3 16 4 4 5 5 4 22

3 5 4 3 3 18 4 4 3 3 3 17 3 3 4 4 3 17

4 5 5 4 4 22 3 3 4 3 3 16 4 3 4 4 3 18

4 4 5 4 3 20 3 3 3 4 3 16 4 4 4 4 3 19

3 4 3 4 3 17 4 4 3 4 4 19 4 3 4 4 4 19

3 4 4 4 3 18 4 4 3 3 3 17 4 3 4 3 3 17

3 4 5 5 4 21 2 3 5 1 4 15 4 3 5 4 2 18

3 2 3 4 2 14 4 4 4 3 1 16 3 3 4 2 3 15

3 3 4 3 1 14 3 3 4 4 3 17 3 2 3 2 2 12

2 3 2 3 2 12 3 4 3 4 3 17 3 3 3 4 2 15

84

3 4 5 3 2 17 4 4 4 4 3 19 3 2 3 4 2 14

3 4 4 3 2 16 4 4 4 4 3 19 3 2 3 4 2 14

4 4 5 4 4 21 4 4 3 3 3 17 4 4 4 4 3 19

4 4 4 4 5 21 4 4 3 3 4 18 4 3 4 4 4 19

5 3 5 4 2 19 2 3 4 2 2 13 2 2 2 4 3 13

3 3 1 5 3 15 5 3 1 5 3 17 3 3 3 3 1 13

5 4 4 5 3 21 4 3 5 4 3 19 3 1 3 4 3 14

2 1 4 3 1 11 3 3 5 5 1 17 3 3 3 3 4 16

1 1 5 3 1 11 1 1 5 1 1 9 2 2 2 4 1 11

4 4 3 4 4 19 4 4 3 5 3 19 3 3 4 4 3 17

3 2 1 3 5 14 3 2 1 2 3 11 2 3 2 3 2 12

4 2 1 5 3 15 3 4 5 4 1 17 4 4 4 5 3 20

3 4 4 4 3 18 4 4 4 4 3 19 3 2 4 4 4 17

3 2 2 3 2 12 4 4 4 4 3 19 2 2 2 3 4 13

2 2 1 3 1 9 4 4 5 5 1 19 3 2 2 3 3 13

4 2 5 5 4 20 4 4 5 4 3 20 3 4 4 4 4 19

4 4 5 4 4 21 1 1 4 1 1 8 4 4 4 4 3 19

3 3 3 4 2 15 4 4 4 3 3 18 4 3 3 3 3 16

4 5 5 4 3 21 3 4 2 4 3 16 3 2 3 4 3 15

3 4 2 3 2 14 2 3 4 4 3 16 3 2 3 4 3 15

4 4 5 4 4 21 4 4 5 4 4 21 4 4 4 4 3 19

3 4 2 2 2 13 5 4 2 2 3 16 3 2 4 3 2 14

4 4 5 4 3 20 2 2 3 3 3 13 3 3 4 4 4 18

4 4 5 4 3 20 2 2 3 3 3 13 3 3 4 4 4 18

1 3 5 3 3 15 1 3 3 3 2 12 5 4 3 3 5 20

1 4 4 3 5 17 1 3 3 1 3 11 3 3 3 5 3 17

2 3 5 3 3 16 3 4 3 5 4 19 3 4 5 4 4 20

2 3 5 4 1 15 1 3 5 4 3 16 3 4 5 5 5 22

2 1 3 4 2 12 3 2 2 3 2 12 2 3 3 3 2 13

3 3 4 4 5 19 3 3 3 4 4 17 4 4 4 5 4 21

2 2 3 2 2 11 2 2 1 2 2 9 2 2 4 2 2 12

85

5 5 3 4 3 20 4 5 5 5 3 22 3 2 3 5 3 16

5 1 5 3 1 15 1 2 5 3 1 12 3 1 3 5 5 17

5 3 3 3 1 15 1 3 4 3 1 12 1 1 3 3 5 13

2 3 3 3 4 15 2 2 4 2 3 13 3 1 4 4 2 14

4 3 4 3 3 17 2 2 4 4 3 15 3 4 4 5 3 19

3 4 3 4 2 16 4 3 5 5 4 21 4 4 3 5 3 19

1 2 4 1 2 10 1 1 2 2 1 7 2 1 2 1 4 10

3 3 4 5 3 18 4 3 5 4 3 19 1 3 4 5 4 17

2 4 5 4 4 19 3 2 4 5 4 18 2 4 4 5 3 18

1 1 4 1 2 9 2 2 4 3 1 12 2 2 1 2 3 10

2 5 4 4 2 17 3 4 4 5 3 19 4 4 3 5 4 20

5 4 5 5 3 22 5 3 5 3 4 20 5 2 3 4 4 18

4 4 5 5 4 22 5 4 4 5 2 20 4 4 2 5 4 19

1 3 4 2 1 11 3 3 5 4 3 18 2 1 3 4 2 12

1 1 3 2 1 8 1 1 3 4 2 11 2 2 3 3 4 14

1 1 4 1 3 10 1 3 4 5 2 15 1 2 1 2 4 10

2 5 4 5 2 18 4 3 5 4 3 19 3 1 3 3 4 14

3 4 3 3 2 15 3 3 4 4 3 17 3 3 4 5 4 19

3 2 4 2 4 15 1 2 5 5 1 14 1 2 3 4 4 14

1 1 4 2 2 10 2 3 4 4 1 14 3 2 4 4 5 18

2 4 3 4 3 16 4 3 4 3 2 16 3 1 3 4 3 14

1 3 4 3 1 12 2 3 5 1 1 12 1 3 4 5 5 18

4 3 5 5 4 21 2 3 4 5 4 18 4 4 4 5 5 22

2 1 4 4 4 15 3 2 5 2 1 13 3 2 4 5 4 18

3 3 4 2 2 14 3 3 2 3 3 14 2 2 2 3 3 12

4 5 4 5 5 23 5 4 4 4 5 22 5 4 4 3 4 20

2 1 5 2 1 11 3 1 5 4 2 15 4 4 3 4 2 17

3 4 5 2 2 16 4 4 5 5 3 21 3 4 4 4 2 17

2 1 5 2 5 15 1 1 3 1 2 8 2 2 2 5 5 16

3 4 4 3 3 17 2 2 5 3 3 15 3 3 4 4 2 16

3 1 3 4 1 12 1 1 5 3 5 15 1 3 3 4 3 14

86

2 3 4 3 3 15 1 2 4 3 1 11 1 1 1 3 4 10

2 2 4 4 2 14 2 4 4 3 2 15 2 2 2 4 3 13

3 4 4 4 2 17 2 2 4 3 3 14 2 4 2 4 4 16

3 4 5 3 3 18 3 3 4 4 3 17 3 3 4 4 2 16

3 4 4 3 3 17 2 2 5 3 3 15 3 3 4 4 2 16

3 4 5 3 3 18 3 3 4 4 3 17 3 3 4 5 2 17

1 2 4 3 3 13 4 4 3 3 1 15 2 2 2 3 4 13

3 2 3 2 3 13 3 3 4 5 4 19 4 3 4 5 2 18

3 4 5 5 3 20 2 4 5 5 3 19 3 3 3 5 5 19

1 1 4 4 3 13 3 4 4 4 3 18 3 4 5 4 2 18

5 1 3 3 1 13 1 3 5 3 1 13 1 1 1 3 5 11

5 5 5 3 3 21 5 3 3 5 1 17 3 3 5 3 5 19

(Culture and Consumer Purchase Decision Variables)

C1 C2 C3 C4 C5 TC PD1 PD2 PD3 PD4 PD5 TPD

4 3 4 4 4 19 3 3 4 3 4 17

4 4 3 3 1 15 2 3 3 2 3 13

3 4 3 4 4 18 3 3 3 2 1 12

2 3 2 3 2 12 4 3 4 2 2 15

5 1 1 2 1 10 2 3 1 1 1 8

3 3 4 3 3 16 3 3 3 3 3 15

3 5 5 5 5 23 4 3 5 5 5 22

4 5 5 5 5 24 2 3 2 3 5 15

3 3 3 3 4 16 4 3 4 3 5 19

3 3 5 5 4 20 4 1 4 3 4 16

3 4 3 2 4 16 4 2 4 3 3 16

4 4 5 5 4 22 4 3 4 4 4 19

4 3 3 3 4 17 3 3 2 3 11

4 4 5 5 5 23 4 3 4 3 3 17

87

4 3 3 3 4 17 3 3 4 5 4 19

3 3 3 4 5 18 4 5 4 4 4 21

5 3 4 4 4 20 4 4 4 3 4 19

4 5 4 4 4 21 5 2 5 5 4 21

4 4 4 3 4 19 3 3 4 4 4 18

4 4 4 3 4 19 4 3 4 4 3 18

4 4 4 4 5 21 4 3 4 5 4 20

4 4 3 4 5 20 3 1 4 4 4 16

1 1 2 2 4 10 4 1 4 4 4 17

4 3 4 4 2 17 4 1 4 3 4 16

2 2 2 3 4 13 4 4 3 2 3 16

2 2 2 3 3 12 3 4 3 2 3 15

1 2 2 1 2 8 3 4 3 4 4 18

1 1 2 1 2 7 3 3 3 3 5 17

4 4 4 4 5 21 4 3 4 4 3 18

4 4 4 3 2 17 4 3 5 5 4 21

2 2 2 3 2 11 3 3 3 2 3 14

3 3 3 3 4 16 5 3 3 5 5 21

2 3 3 3 3 14 4 3 3 3 3 16

1 1 2 1 2 7 4 3 3 2 1 13

1 1 2 1 4 9 2 3 2 1 1 9

4 2 2 3 3 14 4 2 4 4 3 17

5 4 2 3 2 16 2 1 2 3 5 13

2 2 4 3 5 16 5 1 5 5 4 20

2 2 3 2 3 12 4 2 4 3 3 16

4 3 2 2 4 15 4 2 4 4 3 17

5 2 3 3 3 16 4 5 4 2 2 17

2 3 4 2 3 14 4 3 4 4 4 19

2 2 2 1 2 9 3 3 4 3 4 17

2 2 2 2 3 11 2 3 2 3 2 12

1 2 2 2 3 10 3 3 4 4 4 18

88

1 2 3 1 3 10 3 3 3 2 2 13

3 3 4 3 4 17 4 3 4 4 4 19

4 3 2 3 2 14 2 3 2 4 4 15

4 3 2 3 3 15 3 4 4 3 3 17

4 3 2 3 3 15 3 4 4 3 2 16

4 3 3 4 4 18 4 2 4 2 2 14

3 1 3 3 3 13 4 4 3 3 3 17

4 1 4 4 5 18 4 2 5 4 3 18

4 5 4 3 5 21 5 3 4 1 2 15

3 2 2 2 2 11 3 3 1 2 2 11

2 3 3 2 3 13 4 3 3 3 3 16

2 2 1 2 2 9 2 3 2 2 3 12

3 3 3 3 5 17 5 3 5 5 4 22

5 1 1 1 5 13 3 3 3 1 1 11

3 3 3 1 3 13 1 4 1 3 3 12

2 1 2 3 4 12 3 3 3 2 4 15

2 4 3 4 4 17 4 3 4 3 3 17

3 4 3 4 5 19 4 3 4 2 4 17

3 2 4 2 3 14 3 3 4 3 2 15

2 1 3 1 3 10 4 3 5 4 3 19

2 4 3 4 5 18 3 2 5 3 2 15

3 4 3 4 5 19 4 3 3 1 2 13

2 4 2 1 2 11 2 3 2 4 3 14

5 3 4 4 3 19 5 3 3 4 3 18

5 4 4 3 4 20 5 3 4 5 3 20

3 2 1 1 2 9 3 3 3 1 2 12

3 4 3 4 4 18 4 3 3 1 1 12

1 2 1 4 3 11 2 3 2 1 3 11

1 1 2 3 4 11 4 3 4 3 3 17

3 4 3 2 3 15 5 2 4 4 2 17

3 3 2 2 4 14 4 2 4 1 2 13

89

1 1 4 1 3 10 3 2 2 2 1 10

1 2 4 2 3 12 3 3 4 3 4 17

1 1 1 1 3 7 3 2 1 3 1 10

4 4 5 3 5 21 4 2 4 4 5 19

2 2 4 2 3 13 4 2 2 1 2 11

2 2 4 2 3 13 3 2 2 2 3 12

4 4 4 5 5 22 4 2 4 5 5 20

4 3 4 4 3 18 4 3 3 5 4 19

2 4 2 4 4 16 4 3 4 3 3 17

3 4 3 3 2 15 2 3 3 4 2 14

3 1 2 3 3 12 4 3 4 1 3 15

3 3 3 2 4 15 1 3 3 2 1 10

2 3 2 3 5 15 2 4 3 4 3 16

4 3 2 2 1 12 4 4 2 2 3 15

2 2 3 4 5 16 4 1 4 4 3 16

4 3 3 2 5 17 5 1 4 3 2 15

3 1 2 3 3 12 4 3 4 2 3 16

4 3 3 1 4 15 5 3 4 3 2 17

1 1 2 3 4 11 4 3 3 3 2 15

3 3 4 3 3 16 3 3 3 2 4 15

4 4 5 5 5 23 4 3 5 3 4 19

3 2 3 3 4 15 4 3 4 3 3 17

3 3 3 1 3 13 1 3 1 3 3 11

3 3 4 3 4 17 3 5 3 5 5 21

90

Appendix 5 Output SPSS 23.0

Descriptive statistics

N Minimum Maximum Mean Std. Deviation

TLS 100 1.00 5.00 3.242 1.125

TEC 100 1.00 5.00 3.236 1.0624

TSC 100 1.00 5.00 3.25 0.9812

TC 100 1.00 5.00 3.022 1.1034

TPD 100 1.00 5.00 3.26 1.047

Valid N (listwise) 100

Regression

Variables Entered/Removeda

Model Variables Entered

Variables Removed Method

1 TC, TEC, TLS, TSCb

. Enter

a. Dependent Variable: TPD

b. All requested variables entered.

Model Summaryb

Model R R Square Adjusted R

Square Std. Error of the

Estimate Durbin-Watson

1 .725a .526 .506 2.190 2.177

a. Predictors: (Constant), TC, TEC, TLS, TSC

91

b. Dependent Variable: TPD

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 505.732 4 126.433 26.357 .000b

Residual 455.708 95 4.797

Total 961.440 99

a. Dependent Variable: TPD

b. Predictors: (Constant), TC, TEC, TLS, TSC

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity Statistics

B Std.

Error

Beta Tolerance VIF

1 (Constant) 3.933 1.278 3.078 .003

TLS .349 .079 .425 4.441 .000 .546 1.832

TEC .262 .076 .293 3.468 .001 .698 1.432

TSC -.020 .094 -.021 -.218 .828 .515 1.941

TC .155 .065 .201 2.380 .019 .702 1.425

a. Dependent Variable: TPD

92

Collinearity Diagnosticsa

Model Dimension Eigenvalue Condition

Index

Variance Proportions

(Constant) TLS TEC TSC TC

1 1 4.897 1.000 .00 .00 .00 .00 .00

2 .038 11.322 .06 .05 .05 .01 .95

3 .028 13.300 .24 .50 .23 .05 .00

4 .023 14.681 .54 .02 .71 .04 .00

5 .015 18.196 .16 .44 .01 .90 .04

a. Dependent Variable: TPD

93

94

APPENDIX 6 Turnitin

Turnitin Originality Report

Skripsi by Ibtihal Alfa

From SKRIPSI 2016 (MANAGEMENT 2013)

• Processed on 30-Jan-2017 10:15 WIB

• ID: 764086944

• Word Count: 8997

Similarity Index

7%

Similarity by Source

Internet Sources:

7%

Publications:

2%

Student Papers:

N/A

sources:

1 1% match (Internet from 13-Oct-2014)

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0NUR%20PERTIWI.pdf

2 1% match (Internet from 17-Dec-2016)

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equence=1

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3< 1% match (Internet from 10-Jan-2016)

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4< 1% match (Internet from 14-Jul-2015)

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5< 1% match (Internet from 15-Aug-2016)

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6< 1% match (Internet from 15-Jun-2014)

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7< 1% match (publications)

Chung Leng, Kooi, and Abu Bakar Abdul Hamid. "A Study on the Factors Affecting

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Materials Research, 2013.

8< 1% match (Internet from 28-Apr-2014)

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9< 1% match (Internet from 25-Nov-2015)

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10< 1% match (Internet from 07-Aug-2014)

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11< 1% match (Internet from 11-Jan-2017)

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12< 1% match (Internet from 01-May-2016)

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13< 1% match (Internet from 24-Aug-2015)

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15< 1% match (Internet from 19-Apr-2016)

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18< 1% match (Internet from 05-Feb-2015)

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19< 1% match (Internet from 08-Mar-2015)

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2012

20< 1% match (Internet from 06-Nov-2002)

http://www.osc.edu/education/webed/Projects/model_and_statistics/overview.shtml

21< 1% match (Internet from 29-May-2015)

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24< 1% match (Internet from 19-Jan-2015)

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27< 1% match (Internet from 23-Feb-2014)

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28< 1% match (Internet from 07-Sep-2016)

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29< 1% match (Internet from 19-May-2015)

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30< 1% match (Internet from 14-Jun-2016)

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31< 1% match (Internet from 10-Mar-2016)

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32< 1% match (Internet from 27-Oct-2013)

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33< 1% match (Internet from 25-Apr-2003)

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