Analysis of Factors Affecting Consumer Decisions to Make a Purchase

Bob, Foster and Muhamad, Deni Johansyah and Abdul, Talib Bon (2019) Analysis of Factors Affecting Consumer Decisions to Make a Purchase. In: UNSPECIFIED.

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Abstract

The purpose of this study is to find out the most influential factors in purchasing decisions by consumers, in addition to knowing the effect of each variable either partially or simultaneously. From the population available, then based on the calculations performed, the sample used in this study was 100 respondents. This research uses primary data by distributing questionnaires to visitors. The sampling technique used is non-probability sampling with purposive sampling technique. The research method used is the quantitative method and the analytical tool used to support this research is multiple regression analysis with the software used is SPSS version 24. The most dominant variable influences the consumer decisions in choosing Warunk Upnormal Dipatiukur Branch is a location variable (X7). Simultaneously (together) it is known that all independent variables in the study such as atmosphere (X1), product variation (X2), discount promo (X3), live entertainment (X4), facilities (X5), service (X6), location ( X7), and price (X8) has a significant influence on purchasing decisions (Y). While based on partial testing, it can be concluded that what is a factor of consumers choosing Warunk Upnormal Dipatiukur Branch is the variables of atmosphere (X1), live entertainment (X4), facilities (X5), location (X7), and price (X8).

Item Type:	Conference or Workshop Item (UNSPECIFIED)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	lppm Universitas UNIBI
Date Deposited:	21 Jun 2021 02:39
Last Modified:	11 Oct 2021 12:20
URI:	http://repository.unibi.ac.id/id/eprint/309

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