ARE PRODUCT QUALITY, LIFESTYLE, AND E-WOM IMPACT ON PURCHASE DECISIONS AT KOPI KENANGAN?

The purpose of this study was to determine the effect of product quality, lifestyle, e-wom on purchase decision. This research was conducted at Kopi Kenangan which is located at Jalan Jendral Sudirman Pekanbaru, Riau. The population in this study were all consumers coffee shop at Kopi Kenangan, whose exact number was not known, so using the roscoe formula, the sample was set at 120 people using the accidental sampling method. Data analysis using multiple linear regression. Research result inform that (1) product quality has a positive and significant influence on purchase decision. (2) lifestyle has a positive and significant influence on purchase decision. (3) ewom has a positive and significant influence on purchase decision.