LIFE STYLE ON PURCHASING BEHAVIOR ON STARBUCKS COFFEE

Lifestyle (lifestyle) hanging out at the cafe was very into the trend at the moment. Not only the upper classes but have penetrated all walks of life. Lifestyle will be studied in particular is on lifestyle at Starbucks Coffee Cafe. Seeing this phenomenon occurs, the author explores the themes are interested in the lifestyle of buying behavior in the cafes of Starbucks Coffee. The purpose of this study is to determine the type of respondent Lifestyle Starbucks Coffee and lifestyle to determine the effect of respondents’ purchasing behavior at Starbucks Coffe.

Data is collected by distributing questionnaires to the respondents Starbucks Coffee. The data obtained were analyzed using the approach VALS (Values and lifestyle) and data were tested using multiple linear regression analysis.