The Influence of Consumer Lifestyle and Service Quality on Purchasing Decisions for FamilyMart Coffee to Consumers in Bekasi City

Abstract

FamilyMart is a modern convenience store chain that offers affordable, high-quality ready-to-serve coffee capable of competing with dedicated coffee shops. This concept—combining a convenience store with ready-to-serve coffee—attracts consumers to visit and purchase beverage products. FamilyMart locations in Bekasi City are situated in areas with high population density, offices, and schools, offering significant potential to attract a diverse customer base. These coffee products can influence consumer interest and purchasing decisions. Drinking coffee has become a lifestyle choice for many people today, often accompanying activities such as working or studying. This study aims to measure the influence of consumer lifestyle on FamilyMart's coffee service quality among consumers in Bekasi City. Employing a quantitative approach, the study utilized a sample of 100 respondents. Data were collected via Likert-scale questionnaires distributed to the general public in Bekasi City, with analysis performed using SPSS 27 and Microsoft Excel. The results indicate that both consumer lifestyle and service quality influence purchasing decisions. Specifically, the findings show that consumer lifestyles align with the needs of Bekasi City consumers and that service quality is satisfactory for visiting customers; ultimately, both variables impact purchasing decisions.