FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI INDOMARET PADA MAHASISWA STIE NOBEL INDONESIA MAKASSAR

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.