Empirical Study on the Relationship between Lifestyle and Consumer Satisfaction with Nescafé Coffee Purchasing Decisions among University Students
DOI:
https://doi.org/10.33751/jhss.v10i1.49Keywords:
Lifestyle, Customer Satisfaction, Purchase DecisionAbstract
The objective of this research is to examine the impact of lifestyle and consumer satisfaction on the purchasing decisions for Nescafé coffee among university students. University students, representing the younger generation, possess dynamic lifestyles and a propensity to follow trends, which may significantly shape their consumption patterns, especially when selecting instant coffee products. Employing a quantitative methodology through a survey technique, data were gathered by distributing questionnaires to 120 student participants who had previously consumed Nescafé coffee. The data analysis utilized the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach, facilitated by the SmartPLS software. Findings from the study indicate that lifestyle exerts a positive and significant influence on decisions to purchase Nescafé coffee. Furthermore, consumer satisfaction has been established to similarly produce a positive and significant effect on purchasing decisions. The coefficient of determination (R²) demonstrates that the variables of lifestyle and consumer satisfaction account for the majority of the variance in purchasing decisions, signifying that the proposed research model possesses substantial explanatory strength. These results underscore that the alignment of products with students' lifestyles and the degree of satisfaction experienced following consumption serve as critical determinants in propelling purchasing decisions. This investigation is anticipated to make scholarly contributions to the advancement of consumer behavior research, while also offering practical implications for businesses in formulating marketing strategies that emphasize consumer lifestyles and the enhancement of satisfaction levels, with particular relevance to instant coffee products.
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