Abstract:
Novianti Arintyas. 2021. Factors Affecting Costumer bahavior toward Purchasing Decisions at Indomaret For STIE Nobel Indonesia Makassar Students, supervised by andi Ummul Khair and Yuswari Nur. This study aims to ( a ) examine and explain the effect of cultural, social, personal and psychological factors partially on product purchasing decisions at Indomaret ( b ) to test and explain the effect of cultural, social, personal, and psychological factors simultaneously on decisions. Product purchase at Indomaret ( c) tests and explains the most dominat variable effects the product purchasing decisions at Indomaret. The sample of this study was 55 respondents From Indomaret consumers. This study used a multiple linear regression analysis with data collection using a questionnaire. The result of this study are ( a ) Cultural factors and personal factors do not have a positive and partially significant effect on purchasing decisions for a product at Indomaret. Social factors and psychological factors have a positive and partially significant effect on the purchase decision of a product in Indomaret ( b ) cultural factors, social factors, personal factors, and psychological factors have a positive and significant effect simultaneously on the purchase decision of a product in Indomaret ( c ) factors Psychology is the most dominant variable in affecting the purchase decision of a product at Indomaret because it has t count and a high significant value.
