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The Influence of Urban Lifestyle, Product Innovation, Price Perception, and Business Location on Consumers' Purchase Decisions at Modern Coffee Shops in Duri, with Brand Image as a Mediating Variable

  • Yuni Sartika Purba1*
  • Adrian Irnanda Pratama2
1,2 Politeknik Negeri Bengkalis
* Corresponding Author: Yuni Sartika Purba

Abstract

This study examines the effects of Urban Lifestyle, Product Innovation, Price Perception, and Business Location on Purchase Decision at modern coffee shops in Duri, using the mediating variable of brand image. A numerical explanatory research design was utilized, including 250 consumers chosen by purposive sampling. Primary Information was gathered using an online survey and examined using SmartPLS 4.0 and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Urban Lifestyle, Cost Perception, and Business Location have favorable and important impacts on the image of a brand, whereas Innovative Products does not have a big impact. Urban Lifestyle, Product Innovation, & Brand Image have favorable and noteworthy direct effects on the decision to buy, while Price Perception and Business Location do not have significant direct effects. Regarding mediation, playing with brand image a major position as a mediator in the link between Business Location and Purchase Decision. However, its mediating effects on the relationships involving Urban Lifestyle, Product Innovation, and Price Perception are not statistically significant. The model clarifies 62.7% of the variation in Brand Image & 74.5% of the variance in Purchase Decision. These findings suggest that coffee shop managers should consider consumer lifestyles, develop products that meet consumer needs, and uphold a steady brand image. Although Business Location has little direct impact on Purchase Decision, its significant indirect effect through Image of the Image of the Brand highlights the relevance of brand image in understanding decisions made by customers about purchases in the context of modern coffee shops in Duri.

Keywords

Urban Lifestyle Product Innovation Price Perception Business Location Purchase Decision Brand Image

How to Cite

Citation Format
Purba, Y. S., & Pratama, A. I. (2026). The Influence of Urban Lifestyle, Product Innovation, Price Perception, and Business Location on Consumers’ Purchase Decisions at Modern Coffee Shops in Duri, with Brand Image as a Mediating Variable. International Journal of Management Science and Information Technology, 6(2), 3044-3060. https://doi.org/10.35870/ijmsit.v6i2.8919

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Author Biographies

Yuni Sartika Purba, Politeknik Negeri Bengkalis

International Business Administration Study Program, Department of Commerce Administration, Politeknik Negeri Bengkalis, Bengkalis Regency, Riau Province, Indonesia

Adrian Irnanda Pratama, Politeknik Negeri Bengkalis

International Business Administration Study Program, Department of Commerce Administration, Politeknik Negeri Bengkalis, Bengkalis Regency, Riau Province, Indonesia

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Copyright (c) 2026 Yuni Sartika Purba, Adrian Irnanda Pratama

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