Published: 2026-04-01
The Influence of Advertising, Lifestyle, and Packaging On Purchase Decisions of Kopi Kenangan in Batam City
DOI: 10.35870/jemsi.v12i2.6341
Abstract
The purpose of this study is to examine the individual effect of advertising, lifestyle, and packaging on purchasing decisions of Kopi Kenangan consumers in Batam City, as well as to analyze the simultaneous effect of advertising, lifestyle, and packaging on purchasing decisions. This study employs a quantitative descriptive approach using a non-probability sampling technique, namely purposive sampling. The research was conducted in Batam City, where the population size is large and cannot be precisely determined. Based on the Lemeshow formula, a total of 204 respondents were selected as the research sample. Data were collected through the distribution of questionnaires using a Likert scale. Data analysis techniques included validity and reliability tests, multiple linear regression analysis, and hypothesis testing using t-tests and F-tests. The results indicate that advertising, lifestyle, and packaging have a positive and significant effect on purchasing decisions. Effective internet-based advertising enhances brand appeal, lifestyle reflects consumers’ preferences and consumption patterns, and attractive packaging provides added value through product protection and visual appeal, which simultaneously contribute to consumers’ purchasing decisions.
Keywords
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 12 No. 2 (2026)
-
Section: Articles
-
Published: 2026-04-01
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/jemsi.v12i2.6341
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Putri Mayanglay, Putera Batam University
Faculty of Social Sciences and Humanities, Management, Putera Batam University, Batam, Indonesia.
Wasiman Wasiman, Putera Batam University
Faculty of Social Sciences and Humanities, Management, Putera Batam University, Batam, Indonesia.
-
Amalia, F., & Yulianthini, N. N. (2022). Pengaruh kepercayaan dan iklan terhadap keputusan pembelian pada marketplace Bukalapak di Banyuwangi. Jurnal Manajemen dan Bisnis, 4(2), 205–212.
-
Arianti, A., & Wulandari, S. (2022). Pengaruh harga, store atmosphere, dan gaya hidup terhadap keputusan pembelian di Benu Coffee and Roastery cabang Medan. Jurnal Bisnis, Manajemen, dan Akuntansi, 9(2), 152. https://doi.org/10.54131/jbma.v9i2.144.
-
Atussa’dyah, T. M., & Hartaningtyas, L. (2022). Pengaruh kualitas produk, kualitas kemasan, dan harga terhadap keputusan pembelian: (Studi kasus Soya Nony’z Tulungagung). Peshum: Jurnal Pendidikan, Sosial dan Humaniora, 1(5), 498–511.
-
Chasanah, G. P., & U. (2022). Pengaruh bauran pemasaran terhadap keputusan pembelian konsumen di Blanco Coffee Yogyakarta. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha, 9(2), 1–18.
-
Diven, D., & Khoiri, M. (2023). Pengaruh kualitas produk, iklan, dan persepsi konsumen terhadap keputusan pembelian di Shopee. Jesya, 6(2), 1509–1516. https://doi.org/10.36778/jesya.v6i2.1063.
-
Evyanto, W., Saputra, A., & Rustam, T. A. (2023). The influence of packaging and promotion on the purchase decision of tempe chips in Sungai Langkai sub-district, Batam. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 11(1), 181–187. https://doi.org/10.33884/jimupb.v11i1.6617.
-
Febrianty, E., Pudjoprastyono, H., & Ariescy, R. R. (2023). Pengaruh kualitas produk, citra merek dan gaya hidup terhadap keputusan pembelian smartphone iPhone. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2870–2881. https://doi.org/10.47467/alkharaj.v6i2.4227.
-
Firmasyah, M. F., & Hariasih, M. (2023). Pengaruh gaya hidup, cita rasa, dan citra merek terhadap keputusan pembelian pada coffee shop Ruang Bujang Sidoarjo. Innovative Technologica: Methodical Research Journal, 3(2), 1–11. https://doi.org/10.47134/innovative.v3i2.18.
-
Hafid, A., & Ibadurrahman. (2022). Pengaruh cita rasa, harga dan kemasan terhadap keputusan pembelian minuman ringan di Kelurahan Sudian Raya Kota Makassar. Jurnal Ekonomi dan Bisnis, 1(2), 1–9.
-
Herlina, H., & Suhardi, S. (2024). Pengaruh word of mouth, gaya hidup dan citra merek terhadap keputusan pembelian pada e-commerce Tokopedia. Jurnal Ilmiah Ecobuss, 12(1), 1–12. https://doi.org/10.51747/ecobuss.v12i1.1737.
-
Jacob, D. F. L., Mandey, S. L., & Rogi, M. H. (2022). Pengaruh produk, harga dan kualitas layanan terhadap keputusan pembelian di Verel Bakery & Coffee Pineleng di masa pandemi Covid-19. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(3), 22. https://doi.org/10.35794/emba.v10i3.41788.
-
Kesuma, I., Sari, A. K., Salsabilla, A., & Sari, S. I. (2023). Analisis SWOT strategi penjualan usaha “Kopi Kenangan.” Jurnal Manajemen dan Ekonomi Syariah, 1(3).
-
Kurniawan, W. E., Rahayu, S., & Sundjoto. (2022). Analisis harga dan kemasan terhadap keputusan pembelian produk jamur tiram putih Purwanti (Studi kasus masyarakat Kecamatan Koto Salak). Jurnal Manajemen Dewantara, 6(2), 191–200.
-
Marselia, S., Rismayanti, A. N., Khalid Iskandar, Indah Dewi Mulyani, & Nur Afridah. (2023). Pengaruh daya tarik iklan, kualitas produk, citra merek, serta harga terhadap keputusan pembelian Luwak White Coffee di toko Virdasari Desa Sitanggal Kabupaten Brebes. CiDEA Journal, 2(2), 160–178. https://doi.org/10.56444/cideajournal.v2i2.1369.
-
Miswanto, M., Salsabila, I., & Kusmantini, T. (2022). Pengaruh gaya hidup, label halal, dan harga terhadap keputusan pembelian di gerai Starbucks pada generasi Z di Daerah Istimewa Yogyakarta. Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha, 30(2), 70–86. https://doi.org/10.32477/jkb.v30i2.444.
-
Natalia, Y., Herman, & Azari, C. (2022). Pengaruh iklan dan promosi penjualan di Instagram terhadap keputusan pembelian produk serum wajah Scarlett Whitening. JAB: Journal of Accounting and Business, 1(1), 1–11. Retrieved from https://doi.org/10.30649/jab.v1i1.76.
-
Oktavianto, R., & Wardhani, N. I. K. (2022). Pengaruh inovasi produk dan gaya hidup terhadap keputusan pembelian smartphone Samsung di Sidoarjo. Jurnal Pemasaran Kompetitif, 6(1), 42. https://doi.org/10.32493/jpkpk.v6i1.22754.
-
Oktrichaendy, F., Pradhanawati, A., Waloejo, H. D., Bisnis, D. A., & Diponegoro, U. (2022). Pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian pada Lost in Coffee Semarang. 11(3), 452–460.
-
Paniyosan, M., & Adi, R. K. (2022). Pengaruh promosi Shopee Pay dan service quality terhadap keputusan pembelian pelanggan coffee shop di Kota Palembang. Proceeding Seminar Nasional Bisnis, 85–92.
-
Rachmah, S. M. (2022). Pengaruh iklan terhadap keputusan pembelian mie Lemonilo. International Journal of Social and Management Studies (IJOSMAS), 3(4), 82–88.
-
Rizkiawan, F., Pujianto, A., & Mulyati, D. J. (2023). Pengaruh desain kemasan, kualitas produk, dan persepsi harga terhadap keputusan pembelian kopi Lain Hati di Surabaya. Sosialita.
-
Rusnendar, E. (2022). Pengaruh variasi produk dan iklan di Instagram terhadap keputusan pembelian. Economics Professional in Action (E-PROFIT), 4(1), 2–13.
-
Sampara, N. (2022). Pengaruh kemasan, harga, dan promosi terhadap keputusan pembelian pada produk roti Mantao (Sinar Terang) Kota Madya Parepare. Indonesian Journal of Intellectual Publication, 2(3), 129–135. https://doi.org/10.51577/ijipublication.v2i3.334.
-
Sinaga, S. (2023). Pengaruh desain kemasan terhadap keputusan pembelian produk biskuit dan makanan ringan PT Siantar Top Tbk pada siswa siswi SMA Santa Lusia Bekasi. PANDITA: Interdisciplinary Journal of Public Affairs, 5(1), 51–60. https://doi.org/10.61332/ijpa.v5i1.40.
-
Sitepu, J. H., Khair, H., & Pasaribu, F. (2022). Pengaruh gaya hidup dan promosi terhadap kepuasan konsumen EDC (Electronic Data Capture) Yokke yang dimediasi oleh keputusan pembelian (Studi kasus pengguna EDC Yokke PT. Mitra Transaksi Indonesia). Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 200–214. https://doi.org/10.36778/jesya.v5i1.622.
-
Subiyanto, R. S., & Amirulmukiminin. (2023). Pengaruh lifestyle dan iklan terhadap keputusan pembelian produk Somethinc di Kota Bima. Journal of Student Research, 4(2), 70–87. https://doi.org/10.47065/ekuitas.v4i2.1602.
-
Tulong, D. R. P., Areros, W. A., & Tamengkel, L. F. (2022). Pengaruh bauran pemasaran terhadap keputusan pembelian minuman kopi Verel Bakery & Coffee. Ejournal.Unsrat.Ac.Id, 3(1), 36–40.
-
Widodo, M. R., Saipul, H., Parama, & Satya, I. D. M. (2024). Kedai kopi sebagai ruang publik mahasiswa di Kota Mataram. Proceeding Seminar Nasional Mahasiswa Sosiologi, 2(2), 44–64.
-
Winarsih, R., Mandey, S. L., Wenas, R. S., Manajemen, J., Ekonomi, F., Bisnis, D., … Manado, R. (2022). Pengaruh persepsi harga, kualitas makanan, dan store atmosphere terhadap keputusan pembelian konsumen pada Dabu-Dabu Lemong Resto dan Coffee Kawasan Megamas di Manado. Jurnal EMBA, 1(3), 388–399.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.