Analisis Faktor-Faktor yang Memengaruhi Keputusan Pembelian Pelanggan di Kober Bar Malang

Bernadeta Wahyu Astri Pratita, Heri Pratikto, Sutrisno Sutrisno

Abstract


Abstract: Purchasing decision are influenced by many factors. In this research, there are 11 factors namely motivation, value, social environment, family, social classe, culture, sub-culture, product, price, place and promotion. This research aims to explore the factors affecting the purchase decision, and to know the dominant factor affecting the purchase decision. This research used a quantitative approach, purposive sampling techniques with total 110 respondents and used exploratory factor analysis. Results showed that of the 11 factors used in this study, formed six factors namely product factor, cultural factor, employee service factor, sub-cultural factor, psychology factor, and price factor. The dominant factor which influence the customers’ purchase decision in Kober Bar Malang is a product factors.

 Abstrak: Keputusan pembelian dipengaruhi oleh banyak faktor. Dalam penelitian ini terdapat 11 faktor, yaitu motivasi, nilai, lingkungan sosial sekitar, keluarga, kelas sosial, budaya, sub budaya, produk, harga, tempat, dan promosi. Tujuan penelitian ini adalah untuk mengeksplorasi faktor-faktor yang memengaruhi keputusan pembelian pelanggan di Kober Bar Malang, dan untuk mengetahui faktor dominan yang memengaruhi keputusan pembelian pelanggan di Kober Bar Malang. Penelitian ini menggunakan pendekatan kuantitatif, dengan teknik purposive sampling dengan jumlah 110 responden dan menggunakan analisis faktor ekspolatori. Hasil penelitian menunjukkan bahwa dari 11 faktor yang digunakan dalam penelitian, terbentuk enam faktor yaitu faktor produk, faktor budaya, faktor layanan karyawan, faktor sub budaya, faktor psikologis, dan faktor harga. Faktor dominan yang memengaruhi keputusan pembelian pelanggan di Kober Bar Malang adalah faktor produk.


Keywords


purchasing decisions; exploratory factor aanalysis; malang’s culinary; keputusan pembelian; analisis faktor eksploratori; kuliner malang

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DOI: http://dx.doi.org/10.17977/jptpp.v3i4.10809

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JPtpp is accredited “Rank 2” as a scientific journal under the decree of the Directorate General of Research Enhancement and Development, Ministry of Research, Technology, and Higher Education, dated October 24, 2018, No: 30/E/KPT/2018, effective for five years from Volume 3 Issue 1, 2018 until Volume 7 Issue 8, 2022.


Jurnal Pendidikan: Teori, Penelitian, & Pengembangan

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