PENGARUH LINGKARAN PERTEMANAN, WORD OF MOUTH, DAN TREND TERHADAP KEPUTUSAN NGOPI DI TOKO KOPI MERGAN

This study aims to determine the influence of peer circles, word of mouth, and trends on the decision to have coffee at Toko Kopi Mergan. The population in this study consists of 100 customers of Toko Kopi Mergan. The data used in this research is primary data obtained through a questionnaire instrument. Data analysis was conducted using multiple linear regression with SPSS version 26. Based on the results of the analysis, it was found that the peer circle variable had no significant effect on the decision to have coffee, the word of mouth variable had a positive and significant effect on the decision to have coffee, and the trend variable also had a positive and significant effect on the decision to have coffee. The variables peer circle, word of mouth, and trend simultaneously have an influence on the decision to have coffee.

Keywords: Peer Circle, Word of Mouth, Trend, Coffee Purchase Decision.