THE INFLUENCE OF CONSUMER KNOWLEDGE AND LIFESTYLE ON FAST FOOD PURCHASE DECISIONS AT NAZMI COFFEE

Abstract

This study aims to evaluate the influence of consumer knowledge and lifestyle on fast food purchase decisions at Nazmi Coffee. The research uses a quantitative approach with a survey method to collect data from customers visiting Nazmi Coffee. The research sample consists of 80 respondents selected randomly, and data were collected using a questionnaire designed to measure the variables of consumer knowledge, lifestyle, and fast food purchase decisions. The analysis results show that consumer knowledge has a positive and significant influence on fast food purchase decisions. Additionally, lifestyle also significantly affects purchasing decisions. Consumers with an active and dynamic lifestyle tend to prefer fast food and are more likely to make purchases at Nazmi Coffee compared to those with a more relaxed lifestyle. The findings of this study indicate that Nazmi Coffee's management should pay attention to educating consumers about their products and adjust offerings to current lifestyle trends to enhance fast food purchase decisions. The implications of these results suggest the need for marketing strategies that emphasize clear product information and alignment with the target market's lifestyle.